A Split Decision
In a 45-page ruling, Judge Brinkema determined that the U.S. Justice Department and a coalition of states failed to prove that Google’s advertising tools for buyers or its acquisitions of DoubleClick and AdMeld were anticompetitive. However, she ruled that Google’s practices in the publisher ad tech market stifled rivals, reinforcing its dominance in violation of antitrust laws.
Google’s Vice President for Regulatory Affairs, Lee-Anne Mulholland, called the ruling a "partial win" but said the company would challenge the adverse portion of the decision.
“We won half of this case and we will appeal the other half,” Mulholland said in a statement. “The Court found that our advertiser tools and acquisitions, like DoubleClick, don’t harm competition. However, we disagree with the decision regarding our publisher tools. Publishers have many options, and they choose Google because our ad tech tools are simple, affordable, and effective.”
The DOJ’s Landmark Case
The Justice Department, along with several states, filed the lawsuit in 2023, alleging that Google’s control over digital advertising technology allowed it to inflate prices and extract excessive fees from publishers and advertisers. The government argued that Google’s dominance—controlling over 70% of the ad tech market—harmed competitors, publishers, and ultimately consumers.
Brinkema agreed in part, stating that Google’s exclusionary conduct “deprived rivals of the ability to compete” and “substantially harmed Google’s publisher customers, the competitive process, and consumers.” However, she dismissed claims related to Google’s advertiser-side tools, leaving room for further legal debate.
In a press release, the DOJ hailed the decision as a major victory.
“This is a landmark win in the fight to stop Google from monopolizing the digital public square,” said Attorney General Pam Bondi. “The Justice Department will continue taking bold legal action to protect free speech and free markets from tech monopolies.”
What’s Next?
Google’s appeal could prolong the legal battle for years, with potential implications for the broader tech industry. If upheld, the ruling may force Google to restructure parts of its ad tech business, opening the door for smaller competitors.
The case is one of several antitrust challenges facing Google, including ongoing lawsuits over its search and app store practices. As regulators worldwide intensify scrutiny of Big Tech, this ruling could set a precedent for future enforcement actions.
For now, Google maintains its position that its ad tech ecosystem benefits publishers and advertisers—but the courts will have the final say.
—Reuters contributed to this report.