In a landmark blow to Silicon Valley’s tech elite, a US federal judge has ruled that Google unlawfully built and maintained a monopoly in key corners of the digital advertising industry.
The ruling, handed down by Judge Leonie Brinkema in Virginia, intensifies pressure on the tech titan and sets the stage for possible forced divestitures.
The court found that Google had “wilfully” monopolised two major parts of the digital ad ecosystem: the tools used by publishers to sell advertising space, and the dominant exchange where ad space is auctioned off. These actions, according to the judge, allowed Google to consolidate its grip on the market over the span of more than a decade, using a mix of contractual tricks and tech lock-ins.
“For over a decade, Google has tied its publisher ad server and ad exchange together… enabling the company to establish and protect its monopoly power,” Brinkema wrote in her decision.
She added that the company entrenched its position by “imposing anti-competitive policies” and stripping away product features that benefited rivals.
However, the court did not side with the Department of Justice (DoJ) on all fronts. It dismissed one of the three main claims – concerning advertiser ad networks – due to what the judge described as flawed market definitions.
Google said it ‘won half and would appeal the other half’
Still, the ruling marks another antitrust setback for Google. A separate 2024 case concluded the company had illegally paid billions to ensure default search placement on devices, further bolstering its market dominance.
In response, Google downplayed the decision, stating: “We won half of this case and we will appeal the other half.” It defended its ad tech products as “simple, affordable and effective”.
The DoJ, under new leadership since President Trump’s return to office, has taken an increasingly hard stance against Big Tech. US Attorney-General Pam Bondi described the ruling as a “landmark victory” in the effort to defend free speech and competition online.
The second phase of the trial, which will determine what remedies the court might impose – including possible breakups. Meanwhile, Brussels is watching closely, with the European Commission continuing its own probe into Google’s ad practices.
Big Tech’s dominance is under siege – and the dominoes are starting to fall.
