Senate bill seeks to break up Google and Meta ad businesses
the AMERICA Act with the intention of breaking up the ad businesses of tech giants like Google and Meta.
Large digital ad firms wouldn't be allowed to own both an ad exchange as well as either a demand- or supply-side platform. A supply-side platform owner couldn't own a demand-side system , while those buying and selling ads couldn't own either of the other platforms except to sell their own ad stock.
Companies that are medium-sized or larger would also have to make the"best execution" for ad bids rather than deliberately holding back to serve their own operations. They need to be transparent and provide fair access to technical capabilities and data. If they do run businesses on two sides of the market, they have to establish"firewalls" to minimize abuse and conflicts of interest.
The bill is sponsored by a seemingly unlikely mix of senators that includes Mike Lee, Amy Klobuchar, Ted Cruz and Elizabeth Warren, among others. They aren't subtle about the ultimate goal: they expect Google and Meta to divest"significant portions" of their ad businesses to comply with the would-be law. Amazon andSubscribe to the Engadget Deals Newsletter
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