Google Faces Mandated Structural Changes After Antitrust Ruling

A federal judge has ruled that Google unlawfully maintained its dominance in the online advertising technology market by tying its publisher ad server and ad exchange products together, effectively forcing publishers to use both in order to access Google’s advertising demand. This conduct allowed Google to foreclose competition, increase prices, and degrade product quality, leading to less choice for publishers and advertisers. The court's decision, which follows a separate ruling finding Google held a monopoly in online search, marks a significant win for the government in its efforts to rein in the tech giant’s power, though Google has indicated it will appeal. The remedies phase is now underway, with the Justice Department pushing for measures such as potentially forcing Google to divest parts of its ad tech business. The case also highlights ongoing debates over antitrust law, particularly the court’s use of the 'per se' tying rule rather than a full market analysis, which some experts argue could set a problematic precedent for future cases. Advertisers and publishers are not expected to see immediate changes as the legal process continues.