Google's Dominance in Ad Tech Challenged by Landmark Ruling

A U.S. judge has ruled that Alphabet's Google holds an illegal monopoly in online advertising technology markets, prompting potential antitrust actions like forced asset sales. The ruling highlights the tech sector's regulatory challenges, mirroring similar antitrust cases involving major companies like Meta, Amazon, and Apple.

A U.S. judge has ruled that Alphabet's Google illegally dominates two key markets in online advertising technology. This decision marks a significant challenge to the tech giant, empowering antitrust prosecutors to seek a breakup of Google's advertising products. U.S. District Judge Leonie Brinkema determined that Google holds monopoly power in publisher ad servers and ad exchanges.

The ruling paves the way for a subsequent hearing to address measures Google must take to restore competition, potentially leading to asset divestitures. This is the second court ruling of its kind against Google, previously facing similar allegations in the online search sector. The decision underscores the critical role of ad revenue for online publishers.

Google plans to appeal, stating many publishers choose its tools for their simplicity and effectiveness. The ruling reflects broader antitrust scrutiny across the tech sector, affecting other prominent companies like Meta, Amazon, and Apple, as U.S. courts continue to address anti-competitive practices in integrated ecosystems.

(With inputs from agencies.)