Google in Hot Water Again: Faces Heat Over Alleged Ad Tech Monopoly

A US federal court ruled that Google unlawfully monopolised central parts of the internet ad tech sector, a significant blow to the technology giant. Judge Leonie Brinkema ruled that Google's monopoly on publisher ad servers (publisher ad inventory management software) and ad exchanges (buyer-seller marketplaces) violated antitrust laws by stifling competition and harming publishers, advertisers, and consumers.

The ruling, following a three-week trial, opens the door to potential remedies, such as compelling Google to unbundling its ad-tech business. The U.S. Justice Department (DOJ) has attempted to unwind Google Ad Manager, and its ad exchange (AdX) and publisher tools (DoubleClick for Publishers). This is Google's second major antitrust loss in a year, following another judgment in 2024 declaring its search engine an illegal monopoly.

Google's revenue-making ad-tech division brings in over $31 billion annually and controls about so much of the gear for purchasing space to place ads on the web. 

It is argued that the company exploited its dual role as ad-space vendor and other revenue-seekers' auctioneer, creating conflict-of-interest traps and driving prices artificially high, driving competing companies to bankruptcy. The DOJ outlined the methods through which Google's actions to "neutralize or eliminate competitors" solidified its monopoly.

Even as Google plans to appeal, the ruling adds to mounting legal pressures. Another antitrust case over its app-store dominance was settled in 2023, and next week hearings begin on how to transform its search business.

 Settlements in the ad-tech case, late in 2025 or early in 2026, could redefine digital advertising's competitive dynamics.

This ruling comes amid mounting global pressure on Big Tech's stranglehold, regulators now demanding more structural overhauls to root out anti-competitive practices.