Google’s Legal Hurdles Grow Amid Scrutiny of Advertising Practices in Antitrust Trial

The U.S. Department of Justice (DOJ) has intensified its antitrust campaign against Google, alleging the tech giant manipulated ad auctions to suppress competition. This accusation, presented during the DOJ's final arguments in a high-stakes antitrust trial, has drawn attention to Google's advertising technology practices and their broader implications for the tech industry.

As the trial progresses, the decision by U.S. District Court Judge Leonie Brinkema could set a precedent for addressing monopolistic behavior in the tech sector.

Google's Advertising Practices Under Scrutiny

According to DOJ attorney Aaron Teitelbaum, Google strategically interlinked its advertising technologies to disadvantage rival products, effectively locking publishers into its ecosystem. This dependency, he argued, allowed Google to exert outsized influence over the digital advertising market. Supporting this claim, a News Corp. executive disclosed that their company risked a $9 million loss in 2017 if it had attempted to move away from Google’s ad platforms.

On the other side, Google’s legal team, represented by Vidushi Dyall, countered that the DOJ has failed to provide concrete evidence of harm caused by Google’s practices. Dyall emphasized that the company’s ad technologies do not explicitly block competition but streamline processes for advertisers and publishers.

Implications of the Judge’s Ruling

Judge Leonie Brinkema’s decision, expected in the coming months, could have far-reaching consequences. In previous litigation, Google’s search technology was deemed an illegal monopoly. A similar outcome in this case could force Google to divest critical components of its business, such as its Chrome browser and Ad Manager tool—key revenue streams for the company.

Google has pushed back against these potential remedies, arguing that divesting Chrome would weaken browser security and hinder innovation. However, the DOJ maintains that such actions are necessary to level the playing field in digital advertising.

A Broader Antitrust Campaign Targets Big Tech

Google is not the only tech giant under regulatory scrutiny. Earlier this year, the DOJ and several U.S. states filed a lawsuit against Apple, accusing the company of monopolistic practices in its messaging and payment ecosystems. The lawsuit claims Apple has restricted iMessage to its own devices and barred third-party access to near-field communication (NFC) technology, limiting competition in key areas.

What’s Next for Big Tech?

The outcome of Google’s current trial is likely to influence antitrust actions against other companies, including Apple. If Google is forced to make substantial structural changes, it could embolden regulators to pursue similar remedies elsewhere. However, Google is expected to appeal any unfavorable rulings, potentially prolonging the legal battles through 2025 and beyond.

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Photo by Alex Dudar on Unsplash

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