US Seeks Google Ad Tech Breakup in Antitrust Trial

The U.S. Department of Justice, alongside a coalition of states, is pursuing a significant antitrust case against Google, targeting its dominance in the digital advertising market. The government is seeking a forced divestiture of Google's AdX ad exchange, arguing that only a structural breakup can restore competition, protect publishers, and foster innovation. Google has opposed these demands, labeling them as "radical and reckless," and has proposed more modest changes to its Ad Manager system, asserting that these changes address the government's concerns without disrupting the market. The trial, presided over by Judge Leonie Brinkema in Virginia, follows a related case where Google was found to illegally monopolize ad technology but was not forced to sell its Chrome browser. Government lawyers described Google's control over ad auctions as a monopoly that harms consumers and the advertising ecosystem, while Google emphasizes the risks of breaking up its platform. The case is a crucial moment in the broader U.S. crackdown on Big Tech, with potential to reshape the $305 billion digital advertising industry globally.