U.S. DOJ Aims to Dismantle Google's Ad-Tech Monopoly

Published 5 hours agoGOOGL

U.S. DOJ Aims to Dismantle Google's Ad-Tech Monopoly

The U.S. Department of Justice is pushing to dismantle Google's advertising technology suite after a federal judge ruled the company maintained an unlawful monopoly. On April 17, 2025, U.S. District Judge Leonie Brinkema found that Google had illegally monopolized the publisher ad server and ad exchange markets by integrating its services. This decision comes as the DOJ seeks to restore competition by urging Google to divest key components of its business, such as the AdX advertising marketplace and the publisher ad server DFP, as reported by Reuters.

In a swift response, Google has challenged the DOJ's move, advocating for behavioral changes over divestitures. The company argues that allowing competitors real-time bid access is a more suitable solution than breaking up its ad-tech operations. Google contends that the proposed divestitures could ultimately harm publishers and advertisers without legal justification. The case now advances towards a scheduled trial on September 22, 2025, to determine the appropriate remedies for these antitrust violations.

This legal development is part of a broader antitrust battle facing Alphabet, the parent company of Google. According to the Financial Times, it marks the third significant setback for Alphabet after prior rulings related to its search and Android app store practices. Amid these pressures, Alphabet's stock was slightly affected, currently trading at around $164.21, reflecting investors' concerns about the potential implications of a forced breakup in Google's ad-tech business.

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