DOJ and Google wrap up ad tech monopoly hearing
The Justice Department and Google wrapped a two-week hearing over how to address Google’s illegal monopoly in online advertising technology, setting up a pivotal antitrust showdown that could reshape the digital ad industry.
Driving the news. The hearing, held in the U.S. District Court for the Eastern District of Virginia, concluded after testimony from more than two dozen witnesses – including Google executives, rival ad tech leaders, publishers, and expert economists.
Why we care. A court-ordered breakup of Google’s ad tech business, no matter how unlikely, could reshape how digital ads are bought and sold – potentially increasing competition, changing pricing, and altering access to key Google advertising tools.
What the government says. DOJ lawyers claim that only a structural divestiture — selling off parts of Google’s ad tech stack — can truly end its dominance.
What Google says. Google maintains that such a split would be technically unworkable and would harm publishers.
What others say. Rival ad tech firms like PubMatic and Equativ back the DOJ’s plan, arguing that behavioral remedies or court orders would not stop Google from maintaining its dominance.
Between the lines. Judge Brinkema has signaled openness to a breakup, but also floated the idea of a court-enforced settlement that would restrict Google’s conduct instead of forcing divestitures.
What’s next. Closing arguments are set for November, and a ruling is expected in early 2026 — a decision that could have sweeping implications for digital advertising and Big Tech regulation.
Catch-up. Court: Google’s illegal ad tech monopoly harmed the open web
Continue reading...
The Justice Department and Google wrapped a two-week hearing over how to address Google’s illegal monopoly in online advertising technology, setting up a pivotal antitrust showdown that could reshape the digital ad industry.
Driving the news. The hearing, held in the U.S. District Court for the Eastern District of Virginia, concluded after testimony from more than two dozen witnesses – including Google executives, rival ad tech leaders, publishers, and expert economists.
- The Justice Department wants Google to sell off its ad exchange and possibly parts of its publisher tools to restore competition.
- Google argues that a breakup would disrupt publishers and advertisers, especially small businesses that depend on its systems.
- Both sides will deliver closing arguments in November, with Judge Leonie Brinkema expected to rule in the coming months.
Why we care. A court-ordered breakup of Google’s ad tech business, no matter how unlikely, could reshape how digital ads are bought and sold – potentially increasing competition, changing pricing, and altering access to key Google advertising tools.
What the government says. DOJ lawyers claim that only a structural divestiture — selling off parts of Google’s ad tech stack — can truly end its dominance.
- “Nothing short of a structural divestment is sufficient to bring meaningful change,” said lead DOJ litigator Julia Tarver Wood.
What Google says. Google maintains that such a split would be technically unworkable and would harm publishers.
- “Divesting aspects of Google’s ad technology is more complex than anything I’ve done in 10 years,” said Google engineering director Glenn Berntson.
What others say. Rival ad tech firms like PubMatic and Equativ back the DOJ’s plan, arguing that behavioral remedies or court orders would not stop Google from maintaining its dominance.
Between the lines. Judge Brinkema has signaled openness to a breakup, but also floated the idea of a court-enforced settlement that would restrict Google’s conduct instead of forcing divestitures.
What’s next. Closing arguments are set for November, and a ruling is expected in early 2026 — a decision that could have sweeping implications for digital advertising and Big Tech regulation.
Catch-up. Court: Google’s illegal ad tech monopoly harmed the open web
Continue reading...