Overview

• Judge Leonie Brinkema ruled that Google illegally monopolized the publisher ad server and exchange markets, violating U.S. antitrust laws.
• The Department of Justice is advocating for Google to divest Google Ad Manager and AdX, along with enforcing interoperability to foster competition.
• Google plans to appeal the rulings, a move that could delay the implementation of any remedies for years, prolonging uncertainty in the adtech industry.
• Marketers express concerns over limited alternatives to Google’s platforms and fear that structural remedies could increase costs, particularly for smaller advertisers.
• Research indicates Google’s U.S. search ad share is projected to drop below 50% in 2025, reflecting growing competition and shifting consumer behavior.