Breaking up (Google) is hard to do
Breaking up Google's ad tech monopoly is, apparently, like going to Mars or trying to replace Michael Jordan - dubiously possible and a huge amount of work.
Those were some of the analogies witnesses testifying in Google's defense told a federal judge this week as the company mounts its second attempt to stave off a break up. After successfully beating that fate in the Justice Department's Search case, Google made its case to Virginia-based District Court Judge Leonie Brinkema to let it keep its ad tech business intact too. Along the way, Google witnesses argued it need not give up monopoly power to restore the competition it damaged, and t ...