Alphabet's Google on Friday will urge a judge to avoid breaking up its advertising technology business as part of an effort to end its control of tools vital to selling ads on the internet. U.S. District Judge Leonie Brinkema in Alexandria,

The DOJ will seek to have Google sell off its ad exchange and publisher ad server business in a process expected to take several years.

Competition between SSPs and ad servers should be a boon for publishers. But they could see a disruption in Google’s ad payouts or increased ad server fees.