Google offers to split ad-tech biz to avoid antitrust lawsuit: Report – Business Standard

New entity could be valued at tens of billions of dollars, depending on what assets it holds

Alphabet’s Google has offered concessions in an attempt to head off a possible US antitrust lawsuit aimed at its massive ad-tech business, according to people familiar with the matter, a sign that legal and regulatory pressures on the tech giant are coming to a head.

As part of one offer, Google has proposed splitting parts of its business that auctions and places ads on websites and apps into a separate company under the Alphabet umbrella, some of the people said. That entity could potentially be valued at tens of billions of dollars, depending on what assets it contained.

It couldn’t be determined whether any offer short of asset sales would satisfy the US Department of Justice, where antitrust officials have signaled a preference for deep structural changes to Google’s ad-tech business, rather than promises to change business practices, the people said.

The Justice Department has been…

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