US Judge rules that Google holds illegal monopoly over ad tech
- Marijan Hassan - Tech Journalist
- 7 hours ago
- 2 min read
In a landmark ruling, a US federal judge declared that Google maintains an illegal monopoly in digital advertising technology, dealing a serious blow to the tech giant’s ad empire and teeing up what could become a major structural shakeup.
The decision, handed down this week, found that Google unfairly dominated key parts of the online advertising market, specifically the tools that power ad’s buying, placement, and pricing across the internet.
This includes platforms such as Google Ad Manager and Google AdX, effectively allowing the company to control both sides of the ad tech equation; The system advertisers use to place ads and the platforms publishers rely on to sell space.
Government attorneys argued that this dual control allowed Google to suppress competition and edge out rivals, to the detriment of publishers and advertisers alike. The judge agreed, although Google maintains that its technology outpaced competitors on merit.
Google search unaffected
The case focuses on Google’s Network division rather than its dominant search business, which is the subject of a separate, ongoing antitrust trial in Washington. However, the implications of this ruling are still significant.
The US Department of Justice has previously sought, at a minimum, the divestiture of Google Ad Manager. While Ad Manager represented just over 4% of Google’s overall revenue in 2020, analysts suggest any forced breakup could ripple across the broader ad tech landscape.
Interestingly, Google has in the past floated the idea of selling off portions of its ad tech stack to appease European regulators. That offer, however, was rejected by publishers.
Legal experts suggest that the most disruptive changes lie in how Google is required to open up. or potentially separate, core components of its ad infrastructure, making it easier for advertisers and publishers to take their business elsewhere.
A Bipartisan Moment
The case has drawn support from both the Biden and Trump administrations, signaling rare bipartisan alignment on the issue of Big Tech regulation. After years of criticism from lawmakers, watchdogs, and publishers, the ruling also reinforces the growing momentum behind efforts to rein in tech monopolies.
What Happens Now?
The same judge will now hear arguments on potential remedies. Moreover, Google has vowed to appeal, and any final resolution could take years unless a settlement is reached.
Still, the ruling marks one of the strongest antitrust blows yet delivered to a modern tech company—and it may not be the last.
