The U.S. Department of Justice (DOJ) has proposed major changes to end Google's dominance in the search engine and advertising markets. On Tuesday, the DOJ and a group of state attorneys general submitted a 32-page document outlining potential remedies for Google's monopolistic control over search and related technologies.

The DOJ is urging Judge Amit Mehta to assess four changes to curb Google's anticompetitive behavior. The DOJ has previously examined various measures to tackle Google's antitrust practices.

Search distribution

The DOJ wants to stop Google from making default search deals with web browsers and phone makers. These deals ensure Google Search is pre-installed or set as the default. They argue that these agreements make it difficult for consumers to choose other search engines and allow Google to maintain its monopoly. There is also a push to separate Chrome, Play, or Android from Google.

Data access 

The DOJ argues that Google’s dominance comes from the massive amount of user query data it collects. Competitors lack access to this data and it makes it hard for them to improve their search services.  They suggest making Google share its search index and data with rivals. They also want more transparency in how Google ranks search results and displays ads.

Extending search monopoly

The DOJ is concerned that Google could extend its control to new technologies like AI. They propose that Google should allow websites to opt out of being used to train AI models. They also argued that some publishers might prefer this since their content is being used without their consent.

Advertising practices

The DOJ is also looking at Google’s advertising tools. They propose more transparency for advertisers. They may also restructure Google's ad services to ensure fair competition.

The DOJ wants Judge Amit Mehta to consider these remedies. They aim to break Google's hold on the search market now. They also want to prevent it from dominating future tech, especially as AI grows.

Google's response

Google described the proposal as "radical and sweeping." The company raised several concerns.

Privacy concerns

It said sharing search data with competitors could compromise user privacy. In a blog post, the company's VP of Regulatory Affairs, Lee-Anne Mulholland, said the changes could "hamper Google’s AI tools risks holding back American innovation at a critical moment." They go beyond the legal issues, she said.

Google emphasized the risks of sharing user data with competitors. Mulholland said, "Forcing Google to share your search queries, clicks, and results with competitors risks your privacy and security." 

However, the DOJ noted that it is “mindful of potential user privacy concerns” and aims to distinguish between sensitive personal data and data that supports Google’s monopoly.

Splitting off Chrome and Android

The company also warned that separating Chrome and Android could disrupt its business model. It could also harm industries that rely on these platforms.

Mulholland emphasized that the breakup would make things more difficult for third-party developers. It could raise device costs and hurt competition with Apple's iPhone and App Store, affecting industries from cars to fitness devices, she said.

She also said the splitting could “jeopardize security and make patching security bugs harder.”

Concerns about online advertising

Google also argued that “Changes to the online advertising market would make online ads less valuable for publishers and merchants.” It claimed that small businesses benefit from its ad system. 

Concern about Google’s search engine promotion

The company said that restricting how it promotes its search engine would make it harder for users to access information easily and could hurt businesses like Mozilla and Android phone makers. These changes might reduce their revenue, limit investment in browsers, and potentially raise smartphone prices.

Next line of action

Google plans to appeal and defend the proposal in court next year. The DOJ must submit a detailed plan for changes by November 20.