US Justice Department Seeks Google Ad Tech Breakup in Antitrust Trial

Google is currently undergoing a federal trial in Virginia concerning its digital advertising practices, which a judge previously ruled to be an illegal monopoly. The U.S. Department of Justice (DOJ) is pushing for remedies including potentially breaking up Google's ad tech business, such as forcing the sale of its ad exchange and requiring openness in its auction system, to restore competition and counteract Google's market dominance that harms online publishers. Google opposes these measures, warning that such actions could disrupt the digital ad ecosystem and instead proposes policy changes to enhance competition without divestiture. The case highlights Google's dominant role in generating over $305 billion in ad revenue, making it critical for Alphabet's business and influential in shaping the future of digital advertising and big tech regulation globally. The trial, presided over by Judge Leonie Brinkema, includes testimonies from industry executives and is seen as a key legal battle following an earlier, less severe ruling affecting Google's search business. Regardless of the outcome, Google plans to appeal the initial monopoly ruling, underscoring the high stakes involved as the tech world watches closely.