Google Faces DOJ Challenge Over Ad Tech Monopolization

The U.S. Department of Justice accuses Google of monopolizing ad tech markets. Experts suggest the financial risk to Google is minimal, but potential remedies, like divesting Google Ad Manager, could have significant ripple effects. Closing arguments are scheduled for Nov. 25, and the ruling is expected soon after.

As Google's trial on allegations of monopolizing ad tech markets nears its conclusion, experts suggest the financial repercussions for the tech giant are minimal. The DOJ and several states accuse Google of illegally dominating the ad tech industry, creating significant potential ripple effects.

Google concluded its case on Friday, with closing arguments set for Nov. 25 and a ruling expected in the coming months. Despite the allegations, analysts point out that the financial risk is low, especially compared to other ongoing cases, such as the one involving Google's search market dominance.

The DOJ's proposed remedy is the divestiture of Google Ad Manager, a core component of Google's ad tech business. The ruling could set a precedent for regulating monopolistic practices across the tech industry. Google's critics argue that a deeper impact could be felt, showcasing the government's ability to hold tech giants accountable.

(With inputs from agencies.)