Google Battles Antitrust Claims Amid DOJ Breakup Push

Google faces mounting antitrust pressure in the US, with federal judges setting September trial dates to determine whether the tech giant must divest its core advertising infrastructure, including its publisher ad server and ad exchange businesses. The Department of Justice argues that Google's vertical integration allows it to unfairly favor its own platforms, harming both publishers and consumers, while Google warns that such remedies could undermine security and disrupt the broader advertising landscape. In parallel, the DOJ is also considering forcing Google to sell its Chrome browser and imposing restrictions on its AI and search businesses, after previous rulings found Google guilty of monopolizing both the search and ad tech markets. These US cases are closely watched in Europe, where regulators may follow suit in demanding structural remedies against Google's dominance. Industry observers note that a breakup could introduce short-term disruption and uncertainty for digital advertisers but might also create new opportunities for smaller firms and encourage innovation. The outcome of these proceedings could have far-reaching implications for the future of digital advertising and competition policy on both sides of the Atlantic.