Google is preparing Ad Manager for a potential antitrust-mandated spinoff by courting ad agencies and exploring direct ad-buying tools, a shift from its traditional publisher-only focus. The $5B unit has struggled to adapt to streaming and app clients like Roku and Uber, falling behind rivals despite recent discounts and incentives. With DOJ pressing for a breakup, Google is moving to ensure Ad Manager can stand alone if separated from the rest of its ad tech stack.
