What you need to know
Closing arguments concluded on November 21 in the remedies trial concerning the U.S. Department of Justice’s (DOJ) case against Google’s advertising technology business. A federal judge is currently deliberating on how to address Google’s two identified monopolies in this sector, following a pivotal ruling made in April 2025.
- The DOJ is advocating for the divestiture of Google’s ad marketplace platform, AdX, a move that could reshape the competitive landscape of digital advertising.
- Judge Leonie Brinkema has emphasized the urgency of the situation, yet she has also recognized the potential complexities introduced by Google’s anticipated appeals.
- Google contends that dismantling its Ad Manager platform may present insurmountable technological challenges.
In the backdrop of ongoing antitrust scrutiny, Judge Brinkema’s April 2025 ruling declared that Google holds two illegal monopolies within the advertising technology realm. The recent remedies trial has set the stage for a significant decision regarding the future of Google’s ad tech operations. The DOJ’s push for a sale of AdX has been met with resistance from Google, which asserts that such a breakup could lead to substantial disruption for both advertisers and publishers.
We’ve said from the beginning that the DOJ’s case ignores immense competition and dynamism of the ad tech market … We’ll continue to advocate for a resolution that addresses the Court’s concerns without stifling the growth of American businesses that choose to use our tools to grow.
Le-Anne Mulholland, Google’s vice president of regulatory affairs
To bolster its position, Google presented expert testimonies highlighting the complexities involved in a potential breakup of its ad tech business. Notably, Professor Jason Nieh from Google described the undertaking as a “highly complicated software engineering endeavor,” fraught with uncertainties regarding its successful execution. In contrast, DOJ attorney Matthew Huppert argued that a breakup is essential for fostering a more competitive environment for the open web.
As the court awaits Judge Brinkema’s decision, the implications of this case extend beyond Google, potentially influencing the broader advertising technology landscape and the future of digital competition.
