A bipartisan Senate panel led by Utah Republican Mike Lee proposed a bill on Thursday to combat conflicts of interest in the advertising technology industry and force Google to spin off its dominant online advertising business The bill was co sponsored by Ted Cruz, a Republican senator from Texas, Amy Klobuchar, a Democratic senator from Minnesota, and Richard Blumenthal, a Democratic senator from Connecticut.
The United States Congress is considering several legislative proposals aimed at limiting the power of large technology companies, which is one of the most radical bills.
The competition and transparency in digital advertising act will prohibit companies handling more than $20 billion in digital advertising transactions from participating in multiple parts of the digital advertising ecosystem, which will directly affect Google. Google dominates every aspect of connecting online advertising buyers and sellers. It operates tools to help enterprises sell and buy advertising, as well as tools to help auction houses or exchanges trade. Under the act, Google cannot continue to engage in all these businesses.
The bill is expected to be submitted to the house of Representatives on Thursday by democratic aides from the state of Colorado, kemalabuck.