A U.S. judge has ruled that Google, part of Alphabet Inc., holds illegal monopolies in online advertising technology. This ruling could lead to Google being forced to sell some of its ad tools to bring back fair competition.
What the Court Found Against Google
Judge Leonie Brinkema from Virginia said that Google unfairly controls two important parts of the online ad market:
- Publisher ad servers: Tools websites use to manage and show ads.
- Ad exchanges: Platforms that connect advertisers with publishers.
She said Google used its power to stop rivals from competing fairly and hurt publishers and consumers in the process.
What Happens Next for Google?
This court decision opens the door for another trial that may force Google to sell some parts of its ad business. The Department of Justice (DOJ) could push for Google to sell its Google Ad Manager, which includes both the ad server and exchange services.
Judge Rejects One Monopoly Claim
While Google was found guilty on two counts, the judge said the DOJ did not prove that Google has a monopoly in advertiser ad networks. This means Google had a partial win in the case.
Google’s Reaction to the Ruling
Google said it will appeal the decision. Vice President of Regulatory Affairs Lee-Anne Mulholland said publishers have many ad tech options and choose Google because its tools are simple and effective.
“We won half of this case and we will appeal the other half,” she added.
DOJ Celebrates Victory
U.S. Attorney General Pamela Bondi called this ruling a “landmark victory” in the fight to stop big tech from harming free speech and free markets.
She also said the DOJ will continue to take bold legal actions against companies that try to control the digital world unfairly.
Impact on Google and the Tech World
After the ruling, Google’s shares fell by 1.4%. Some experts say the financial impact on Google may be small for now. However, this ruling marks a turning point for antitrust action against big tech companies.
Michael Ashley Schulman, an investment expert, said this could increase the regulatory pressure on companies like Amazon, Meta, and Apple.
Google Already Under Fire in Other Cases
Google is already facing another antitrust trial next week in Washington. That case is about Google’s search engine and browser dominance. The government wants Google to sell off its Chrome browser and stop controlling how people search online.
Other Big Tech Companies Also in Trouble
Google is not the only company under investigation. Here are some others:
- Meta (Facebook, Instagram, WhatsApp): Accused of having a monopoly in social networking.
- Amazon: Accused of dominating online shopping unfairly.
- Apple: Facing claims of having a smartphone monopoly.
Both Democratic and Republican administrations have pushed for these lawsuits, showing strong bipartisan support for stricter tech regulations.
How Google Gained Power in Ad Tech
In court, the DOJ explained how Google:
- Bought out competitors.
- Locked customers into using its products.
- Controlled how online ads were bought and sold.
The judge agreed that Google forced publishers to use both its ad server and exchange together, which was bad for competition.
Google Says the Market Has Changed
Google argued that the case focused too much on the past and ignored growing competition from companies like Amazon and Comcast. It claimed that digital ad spending is shifting to apps and streaming platforms.
Still, the judge believed Google’s actions hurt both publishers and consumers and violated antitrust laws.
