Google’s grip on the ad tech sector has been declared illegal by a U.S. federal judge in a decision that could transform how online advertising operates. While this ruling doesn’t target Google’s search dominance, currently the subject of a separate antitrust case. It does strike at the heart of its advertising technology infrastructure, which powers much of the modern web’s revenue model.
Let’s break down what this case is about, why it matters, and what could happen next.
This case centers around the Google Network, a less visible but powerful arm of Google’s empire. It manages the behind-the-scenes process that determines which ads appear where and at what cost, using a complex auction system.
Federal prosecutors argued that Google unfairly leveraged its control over the digital ad ecosystem to push out competitors, hurting web publishers, especially news organizations, by limiting their ability to get fair pricing and reach. The judge agreed, stating Google’s actions constitute illegal monopolistic practices. In defense, Google claimed its dominance stemmed from simply offering better technology than its rivals.
In 2024, Alphabet, the parent company of Google, generated $350.02 billion in revenue. A staggering 75% of that came from advertising. While the Google Network contributed a smaller share (around 8.7%), it’s still significant.
One component under fire is Google Ad Manager, a platform at the center of the Justice Department’s case. Although it made up just 4.1% of Alphabet’s revenue and 1.5% of operating profit in 2020, its role in Google’s ad ecosystem is pivotal.
The ruling doesn’t immediately force any changes but sets the stage for future decisions. The next phase will involve court hearings to determine remedies for Google’s illegal conduct.
The DOJ has already floated the idea of breaking up parts of Google’s ad business, potentially forcing the company to divest from Google Ad Manager or related products. Interestingly, Google has previously signaled a willingness to sell some of its advertising assets to appease European regulators. However, publishers weren’t satisfied with those proposals.
Experts suggest that even if Google is required to spin off parts of its ad tech business, the financial hit might be under 10% of its overall revenue. Still, it would be a strategic loss, especially in a field where Google’s grip has long gone unchallenged.
But the larger risk lies in the ripple effects. A forced divestiture could encourage more publishers and advertisers to explore alternative platforms, thereby weakening Google’s long-term control over digital advertising.
This isn’t just about one company’s market share, it’s a test case for regulating Big Tech in the 21st century. Remarkably, the lawsuit has garnered bipartisan support, with both the Biden and Trump administrations backing legal action. That unity underscores growing political momentum to rein in tech giants’ unchecked power.
The broader implications could go beyond advertising. If the Justice Department succeeds in enforcing structural changes here, it might pave the way for tougher regulations across other areas of tech, particularly as the separate case over Google Search unfolds.
The battle is far from over. Google has already announced plans to appeal, and any final decision on penalties or restructuring could take years unless a settlement is reached beforehand.
In the meantime, this case sends a clear signal: the U.S. government is no longer hesitant to challenge Big Tech’s most entrenched business models. And for Google, it marks a serious challenge not just to its profits but to its platform’s role as the backbone of the digital ad economy.