https://arstechnica.com/gadgets/2022/07/google-proposes-moving-ad-business-to-alphabet-to-keep-regulators-at-bay/ > The US Justice Department is gearing up for a possible antitrust lawsuit against Google's ad business, and a new report from The Wall Street Journal outlines a "concession" Google is proposing in response to the investigation. Google might split up some of its ad business and move it to Google's parent company, Alphabet. > The meat of the WSJ report says: "As part of one offer, Google has proposed splitting parts of its business that auctions and places ads on websites and apps into a separate company under the Alphabet umbrella, some of the people said. That entity could potentially be valued at tens of billions of dollars, depending on what assets it contained."