Analysis: Google faces greater threat of forced ad unit sale from U.S. lawsuit

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Analysis: Google faces greater threat of forced ad unit sale from U.S. lawsuit
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The U.S. government is more likely to force Google to divest a key business with an antitrust lawsuit it filed this week than a group of states that has pursued a similar case for three years, legal experts said.

The states' suit asks for any remedies the court deems appropriate, and Texas Attorney General Ken Paxton has said all possible punishments are on the table. The Justice Department's suit seeks at minimum the sale of Google’s ad manager suite, among other things.

The Texas Attorney General's Office did not respond to a request for comment while the Justice Department declined to comment. Google did not immediately respond to a request for comment. Legal experts said that while judges don't always defer to the federal government when it steps into state antitrust disputes, the opinions of the DOJ and U.S. Federal Trade Commission can factor heavily in their decisions.

In that case, the DOJ urged the court to give weight to its “uniform, nationwide perspective" and deny the states' request for an injunction blocking the deal. The court agreed, and the merger later went through with certain conditions in a separate settlement brokered by the Justice Department.

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