Federal Judge Rules Google Illegally Monopolized AdTech, Paving Way For Possible Breakup

Google violated Antitrust Laws with acquiring Monopoly Power

A federal judge has found that Google violated antitrust laws by acquiring and maintaining monopoly power” in the advertising technology market, rounding out a two-year saga after the U.S. and eight states filed its initial complaints against the Alphabet-owned company.

The court will set a briefing schedule and hearing date to define appropriate remedies for the antitrust violations of google.The Google logo and lettering can be seen on the facade of the company’s Munich headquarters.

Government & Policy

Judge rules Google illegally monopolized AdTech.The court will set a briefing schedule and hearing date to determine appropriate remedies for the antitrust violations, per a Thursday filing.

The remedies could include forcing Google to break up its advertising business, like selling its Google Ad Manager, which includes the AdX ad exchange and DFP (DoubleClick for Publishers), the ad server used for publishers.Google’s dominance of the online advertising and ad-tech markets violates U.S. antitrust laws, a federal court ruled Thursday, in a decision that could scramble the massive digital ad universe.

Why it matters: It’s the second major recent antitrust loss for Google, after a different court ruled last year that the giant has abused its dominance of the search market online.

How it works: The federal government and 17 states who brought the suit seek to force Google to sell off its “network” ad business, which sells ads on other publishers’ inventory.

That accounts for roughly 12% of Alphabet’s overall business. Google argues spinning it out would actually hurt publishers, because it would force them to buy ads through more expensive rival networks.

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