The ongoing antitrust trial against Google, initiated by the U.S. Department of Justice, is being closely watched by the ad industry, which has long felt the impact of Google's dominance in the digital advertising market. With accusations of anti-competitive practices and monopolization, ad executives are feeling a sense of schadenfreude as they witness Google facing legal scrutiny for its practices that have stifled competition. The trial highlights Google's control over crucial elements of the ad tech ecosystem, including ad networks and exchanges, and raises questions about the future of the advertising landscape and potential changes in market dynamics. While Google maintains that competition still exists with other tech giants, the DOJ specifically points to Google's acquisitions, such as AdMeld, as efforts to eliminate competition. Industry leaders, such as those from The Trade Desk and PubMatic, are voicing concerns about Google's market influence and the challenges it poses for rivals. The outcome of this trial could lead to significant shifts in the digital advertising industry, as regulators seek to foster a more competitive environment.