A federal judge in Virginia has ruled that Google illegally monopolized key segments of the online advertising technology market, marking a significant legal defeat for the tech giant amid escalating antitrust scrutiny. U.S. District Judge Leonie Brinkema found that Google engaged in anticompetitive practices to establish and maintain monopoly power over the digital ad tools that connect website publishers with advertisers, including its ad server and ad exchange businesses.
The ruling, part of a lawsuit brought by the U.S. Department of Justice and 17 states, concluded that Google's dominance bolstered by acquisitions like DoubleClick allowed it to impose inflated fees and restrict competition, harming publishers, advertisers, and ultimately consumers seeking free content online.
Judge Brinkema described Google's actions as deliberate exclusionary conduct that disrupted the competitive landscape and violated the Sherman Antitrust Act.
This decision follows earlier rulings this year that found Google had monopolized online search and its app marketplace, underscoring the growing legal challenges facing the company.
The Justice Department is seeking remedies that may include divestitures of Google's advertising technology assets, potentially forcing the company to sell parts of its ad business such as Google Ad Manager.
Google has stated it will appeal the ruling, arguing that publishers choose its services for their efficiency and cost-effectiveness and highlighting competition from other tech firms like Amazon and TikTok.
Nonetheless, the court found Google controls approximately 87% of the ad tech market, a dominance that critics say stifles innovation and competition.
The ruling could reshape the economics of online advertising and the broader internet ecosystem, with potential long-term impacts on how digital ads are bought and sold across the web. As Google faces multiple antitrust battles in U.S. courts, this latest judgment intensifies pressure on the company to alter its business practices or face structural changes mandated by the government.