Google will face a fresh federal court trial on Monday as US government lawyers push to dismantle its advertising technology business. The lawsuit follows an earlier case this month where a judge rejected a similar demand for divestiture.
DOJ’s Case Against Google
The new proceedings focus on Google’s ad tech “stack,” the suite of tools publishers use to sell ads and advertisers use to buy them. Earlier this year, Judge Leonie Brinkema ruled that Google holds an illegal monopoly in the ad tech market. Now, the court will decide penalties and structural changes.
Proposed Penalties
The Department of Justice plans to seek divestiture of Google’s publisher and exchange operations. It will also push for a 10-year ban preventing Google from operating an ad exchange.
Google’s Defense
Google argues that divestiture demands exceed the court’s findings and are technically unfeasible. Company executives claim such measures could harm smaller businesses and disrupt the broader advertising market. Vice President of Regulatory Affairs Lee-Anne Mulholland stated that the DOJ misunderstands the dynamics of digital advertising and ignores rising competition.
European Commission Action
Earlier this month, the European Commission fined Google €2.95 billion ($3.47 billion) for dominance in the ad tech sector. Critics argue fines are insufficient and that stronger remedies, including divestiture, may be necessary.
Broader Antitrust Context
The trial comes amid heightened global scrutiny of major tech companies. In a separate case, Google avoided a breakup of its Chrome browser but was ordered to share data with rivals. That ruling boosted Alphabet’s share price by 20%. Judge Brinkema has confirmed she will consider findings from the earlier search trial while deciding this case.
Industry Impact
This case forms part of a broader bipartisan effort against Big Tech, with five major antitrust lawsuits currently active in the United States. The trial is expected to last one week, with closing arguments scheduled in the coming weeks.
