The US Department of Justice (DOJ) is preparing aggressive remedial measures following its antitrust victory against Google, including a potential forced sale of the Chrome browser, Bloomberg reports.

Why we care. Chrome dominates the global browser market and its separation from Google could radically reshape the technology and digital advertising landscape.

A forced sale of the Chrome browser and limits on Google product connections could change how your ads are served, measured and optimized. It could also increase competition and transparency in the advertising world.

Big picture. Following the landmark ruling that Google maintained an illegal search monopolyDOJ is developing a comprehensive set of requirements aimed at increasing competition in the digital marketplace.

Key proposition.

• Force Google to sell the Chrome browser.
• Separate Android from Search and Google Play (without requiring Android to be sold).
• Expand advertiser control and transparency.
• Restrict use of Google AI content.
• Ban exclusive research contracts.

Between the lines. The proposed solutions target Google’s ability to cross-promote its products and services, which officials say has stifled competition.

The other side. Google’s vice president of regulatory affairs calls the DOJ’s approach a “radical agenda” that goes beyond the legal scope of the case.

What to watch. The judge’s response to these proposals will determine the extent to which Google’s business model may need to change and could set precedents for future tech antitrust cases.