A ruling is likely to force a sale to break up Google's ad tech monopoly
Closing arguments have been heard in the Justice Department v. Google lawsuit over Google's advertising tech monopoly, and a judge is expected to decide on the Justice Department's request to break up and sell Google's technology. A ruling is likely to be made in 2026.
The Fate of Google's Ad Tech Monopoly Is Now in a Judge's Hands - The New York Times
Judge in Google ad tech case seeks quick fix for web giant's monopolies | Reuters
https://www.reuters.com/legal/litigation/google-aims-dodge-breakup-ad-business-antitrust-trial-wraps-2025-11-21/
Google and US government battle over the future of internet advertising
https://www.mercurynews.com/2025/11/21/google-monopoly-us-government-showdown/
The Department of Justice is demanding that Google sell its ad serving systems, Google Ad Exchange (AdX) and DoubleClick for Publishers (DFP).
AdX is a marketplace for buying and selling Google ad space, while DFP is an ad delivery server. Since 2018, the two systems have been integrated into one called 'Google Ad Manager.' However, the two systems are closely linked, and by integrating them, Google has created an illegal monopoly, according to a lawsuit filed by the Department of Justice.
The Department of Justice is seeking measures such as separating AdX and requiring some data sharing, but Google is resisting, arguing that separating the systems would be difficult. Furthermore, the company's core search and advertising business generates more than $50 billion in quarterly revenue, equivalent to half of the total revenue of its parent company, Alphabet. Therefore, it would be difficult for Google to simply give up its ad serving system.
The case is being heard by Judge Leonie Brinkema of the U.S. District Court in Alexandria, Virginia. She ruled in April 2025 that Google operates two illegal ad technology monopolies, and the court is currently considering what should be done to restore competition.
Google has proposed a less stringent alternative, calling for changes to some of its practices to make it easier for rivals to compete, sharing data on ad sales with publishers and making it easier for publishers to use competitive advertising tools in its system.
At a hearing in May 2025, Judge Brinkema took a neutral stance, asking, 'Will forcing Google to separate resolve monopoly concerns?' However, at a hearing in September, he took a more proactive stance, pressing, 'Is it sufficient to simply impose restrictions on Google's behavior through a court order?' In closing arguments in November 2025, Judge Brinkema said, 'We must resolve the core issue of whether to order a separation.'
In closing arguments, the Justice Department continued to urge Google to sell AdX, while Google argued that the forced sale was an excessive measure.
'Given that publishers and rival ad tech companies are relying on this ruling to seek other damages, Google is in a difficult position and is likely to appeal,' Judge Brinkema wrote, noting that if Google appeals, the forced sale will likely be delayed for several years. He also reportedly asked how long it would take for the measures sought by the Justice Department to take effect, telling the Justice Department that 'time is of the essence.'
Judge Brinkema is expected to rule in 2026, but Google is expected to appeal.
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