Ruling: Google Violated Antitrust Law in Adtech Monopoly Case

A federal judge ruled that Google illegally maintained a monopoly in its adtech business, potentially forcing the company to divest parts of its lucrative adtech division. 

Following a three-week trial, the court found Google violated antitrust laws by monopolizing publisher ad servers and ad exchanges, like its AdX platform, and unlawfully tying its ad server (formerly DoubleClick for Publishers) to AdX. Judge Brinkema stated that Google’s actions harmed competitors, publishers, and consumers. Industry leaders, including Index Exchange CEO Andrew Casale, hailed the decision as a step toward a more competitive internet, while Google plans to appeal, arguing its tools are chosen for their effectiveness.

The ruling, which spares Google’s advertiser-focused tools, could reshape the $303 billion U.S. digital ad market, where Google holds a 25.6% share. 

The court dismissed Google’s security justifications for its practices, with experts testifying that competitors’ adtech is equally effective. 

This marks Google’s second major antitrust defeat in a year, following a case targeting its search dominance. Pending remedies, to be determined by Judge Brinkema, could force Google to divest parts of its adtech stack, with significant implications for the industry. 

Check My Ads’ COO Arielle Garcia called the ruling a victory for advertisers, publishers, and the public.

In response to federal court ruling finding that Google acted illegally to maintain its dominance in online advertising technology, the NAB issued a statement on behalf of NAB President and CEO Curtis LeGeyt:

“Today’s decision affirms what local broadcasters and other publishers have long known: Google has used its dominance in the online advertising marketplace to disadvantage content creators and tilt the playing field. We commend the Department of Justice for taking on this critical case.

“As policymakers and regulators consider the implications of this ruling, we urge them to recognize that the same Big Tech dominance harming digital publishers is also undermining the advertising revenue local broadcasters rely on to serve their communities. We are encouraged that the FCC, under Chairman Carr’s leadership, is taking steps to modernize its rules and look forward to swift action that begins to level the competitive playing field.”