Google’s legal headache just got worse. A U.S. federal judge has ruled that the company illegally monopolised key parts of the ad tech market, handing the Justice Department and 17 states a big win. The case focused on Google’s control over tools that connect publishers and advertisers—specifically, its ad exchange and publisher ad server.
U.S. District Judge Leonie Brinkema found Google liable under Sections 1 and 2 of the Sherman Act, citing a pattern of “anticompetitive conduct” used to secure and maintain its dominance. But there’s a twist—the judge threw out the part of the case that claimed Google monopolised ad networks. So it’s not a clean sweep, but it’s still a serious hit.
The DOJ wants to break Google up
Following the ruling, the Justice Department is likely to push for a forced sell-off of Google Ad Manager, which includes the company’s publisher tools and ad exchange platform. Basically, the pipes of the open-web ad economy that Google has run for years could be split apart.
The DOJ’s case argued that Google used acquisitions and unfair practices to lock in customers and freeze out rivals. Prosecutors said this let Google hoover up ad revenue while squeezing publishers and advertisers.
Google’s “we half-won” defence
Google isn’t backing down quietly. VP of Regulatory Affairs Lee-Anne Mulholland called it a “partial victory,” noting that the judge didn’t take issue with its advertiser tools or acquisitions like DoubleClick. But the parts that did stick—publisher tools and exchange dominance—are a big deal. They cut straight into the infrastructure of how ads are bought and sold across the open web.
Meanwhile, New York Attorney General Letitia James, who helped lead the case, said Google’s tactics hurt everyone—from major newsrooms to indie bloggers. “It’s a win for the internet,” she said.
Other cases still pending
Let’s not forget—this is just one of several major antitrust cases Google is facing. A separate trial, set to begin later this month, will decide what happens after a court ruled that Google’s $20 billion-per-year deal with Apple—to be the default search engine on iPhones—was also illegal. The DOJ is reportedly considering going nuclear: forcing Google to sell off Chrome, and even Android, if needed.
What happens next?
Google’s ad tech unit only makes up about 12% of Alphabet’s revenue, so a breakup wouldn’t hit the bottom line as hard as losing Search or YouTube. But symbolically? It’s massive. It signals that regulators are no longer scared to take on Big Tech’s cash cows.
And for Google, that could mean the start of a very messy new era.
