The DOJ floats a Google breakup, foreshadowing drastic changes to search advertising

The news: The Department of Justice has indicated that it could seek a breakup of Google in the aftermath of an August ruling that determined the company runs a search monopoly.

• In a filing late Tuesday outlining potential changes, the DOJ said “the remedies necessary to prevent and restrain monopoly maintenance could include contract requirements and prohibitions; nondiscrimination product requirements; data and interoperability requirements; and structural requirements.”
• The inclusion of “structural requirements” has been interpreted as the DOJ exploring a potential breakup. Additionally, the DOJ said it is considering “structural remedies” that would restrict Google’s ability to use its array of products like search, Google Play, and Android to maintain its monopoly.