A federal judge has ruled that Google violated antitrust laws by deliberately acquiring and maintaining monopoly power over the online advertising technology market. This decision marks a significant milestone in a contentious two-year legal battle initiated by the U.S. government and a coalition of eight states against the tech giant.
In a detailed memorandum opinion, Judge Leonie M. Brinkema found that Google unlawfully monopolized the market by bundling two central components of its ad-tech stack—DoubleClick for Publishers (DFP), its leading ad server, and AdX, its powerful ad exchange platform—effectively restricting fair competition.
While the judge rejected the plaintiffs’ argument that Google had monopolized a separate market of open-web display advertising networks—platforms enabling advertisers to purchase digital display placements outside of proprietary ecosystems like Facebook, Instagram, and Google Search—she affirmed Google’s culpability regarding publisher-side advertising technology.
Following the decision, the court will now schedule further briefings and hearings to determine the remedies to address these antitrust violations. Among possible outcomes being considered are a mandatory breakup of Google’s ad-tech business units, which might involve divesting its core assets such as Google Ad Manager—including AdX and DFP—to create conditions for increased market competition. Alternatively, the court could implement behavioral remedies, placing strict limits on Google’s internal practices to prevent future abuses, such as prohibitions against prioritizing its own advertising products or demand sources in auctions.
This ruling follows closely behind another landmark antitrust case from last year, in which a separate federal judge determined that Google had illegally monopolized the general internet search market. Decisions regarding remedies in that case are expected to arrive later this year.
The situation continues to evolve.
