US Senate Bill Would Break Up Google and Add Transparency to Digital Advertising

The potential law would have far-ranging implications for the programmatic ecosystem

A bipartisan group of high-ranking U.S. senators introduced a bill today that, if passed into law, would require Google to break up its ad-tech business as part of a plan to bring regulation and transparency to the historically murky world of programmatic advertising.

The bill, entitled the Competition and Transparency in Digital Advertising Act, is led by Sen. Mike Lee (R-Utah), and co-sponsored by Amy Klobuchar (D-Minn.), Ted Cruz (R-Texas) and Richard Blumenthal (D-Conn.).

According to the terms of the bill, no business with more than $20 billion in digital ad revenue can own a digital advertising exchange if it also owns a demand-side platform (DSP) or sell-side platform (SSP), or if it also sells digital advertising space.



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