Google in the midst of an antitrust storm: why the US court decision could change the global advertising market
18 April 16:33
In April 2025, a US federal court made a historic decision: Google was found guilty of violating antitrust laws in the field of digital advertising. This is not just a defeat for one of the most influential technology companies in the world, but a serious signal to the entire digital market that the rules of the game have changed, Komersant ukrainskyi reports citing Reuters.
Given Google’s influence on the global economy, this is not just about American justice, but about a fundamental redefinition of the balance of power between government regulation and tech giants.
What is the case?
The lawsuit against Google was initiated by the US Department of Justice in 2023. The accusations center on the company’s digital advertising system, in particular Google Ad Manager and DoubleClick, which combine services for publishers, advertisers, and ad exchanges into a single vertically integrated complex. This structure, according to the investigation, allowed Google to manipulate market conditions, set monopoly prices, and restrict competition.
In April 2025, Judge Leonie Brinkema of the U.S. District Court for the Eastern District of Virginia delivered the verdict: Google is guilty of violating Article 2 of the Sherman Act, one of the main US anti-trust laws. The court concluded that the company had illegally strengthened its dominance in the advertising technology market, which harmed not only competitors but also millions of users and content publishers around the world.
What did the prosecution prove?
In court, prosecutors demonstrated that Google controlled more than 90% of the digital advertising space in the field of publishing platforms. Through the integration of its services – Google Ad Manager, AdX, DV360 – the company gained an advantage over other players. In particular, it had access to real-time internal information on bids, which allowed it to win bids, reduce the efficiency of third-party platforms and maximize its own profits.
The court did not recognize Google’s monopoly position in the market of advertising services for advertisers, but agreed that the company controls the infrastructure without which competitors cannot function effectively.
What did the Department of Justice demand?
In addition to the guilty plea, the US government is demanding a structural restructuring of Google’s advertising business. The focus is on the possible forced sale of the Google Ad Manager division or its individual parts. This means that the company will have to separate its services for publishers and advertisers to avoid conflicts of interest.
Also on the table are restrictions on Google’s agreements with device and browser manufacturers, which ensure its dominance as the default search engine. One of the possible steps is a requirement to sell the Chrome browser or limit its integration with other products.
This is not the first such case. In August 2024, the court already recognized that Google illegally maintained a monopoly in the search market. At the time, the company was accused of entering into exclusive agreements with Apple, Samsung, and others to make Google the default search engine.
Google’s reaction
In response to the court’s decision, the company announced its intention to appeal the verdict. Google insists that its advertising ecosystem is “open, innovative and competitive” and that restrictions or forced division violate the principles of a market economy. The company emphasizes that publishers and advertisers voluntarily choose Google products because of their effectiveness, not because of coercion or collusion.
However, the mood of investors and the tech community shows otherwise: there is a growing realization that tech giants can no longer act with impunity.
Why is this important?
This case is only part of a larger trend. In the US, antitrust investigations against Apple, Amazon, and Meta are ongoing. In the European Union, the Digital Markets Act (DMA) is in effect, which has already imposed restrictions on Google itself. New regulations are being prepared in the UK and Australia that will oblige technology platforms to share revenues with the media.
In other words, the world is entering a new era, the post-technological feudalism era, where states are beginning to regain control of the digital space.
In the coming months, the second phase of the proceedings is expected – the court will consider specific ways to restructure Google structurally. The Ministry of Justice wants the decision to have a long-term effect, rather than a formal fine. This means a real threat of dividing Google’s advertising business into separate independent companies or at least significant restrictions on integration between services.
Analysts also predict that competing companies, such as Amazon Ads, Microsoft Ads, and Trade Desk, will get new space for development. For advertisers and publishers, this will open up more options, reduce fees, and increase competition.
