DOJ vs. Google: Ad-Tech Antitrust Battle Enters Final Stage with Quick Ruling Expected
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Google and the U.S. Department of Justice (DOJ) have entered the final stage of their long-running antitrust battle over advertising technology, with both sides delivering closing arguments earlier this week. Judge Leonie Brinkema of the U.S. District Court, who is presiding over the case, signaled an intention to issue a ruling quickly—potentially before Google can initiate an appeal—although observers widely expect the company to pursue every available appellate avenue to delay any order that might force it to divest its ad-tech subsidiaries.
During Friday’s closing session, the DOJ accused the tech giant of unlawfully monopolizing the advertising technology market. Judge Brinkema had already determined in April that Google holds monopoly power in the online ad-tech sector.
In recent hearings, the judge pressed the DOJ on how swiftly any corrective measures could take effect, stressing that “time is of the essence,” a remark interpreted as highlighting the urgency of imposing remedies.
Google’s lead attorney, Karen Dunn, pushed back, arguing that forcing the company to sell its ad-tech business would be an “extreme” intervention—one that could harm customers in the process.
According to multiple reports, Google is preparing to appeal any forthcoming adverse ruling.
Judge Brinkema herself acknowledged that during the appellate process, “any form of remedy will likely be difficult to implement,” suggesting that even if the court orders a breakup, Google could significantly delay the actual enforcement through prolonged legal challenges.
Beyond the U.S., Google faces mounting pressure abroad as well. The company was recently hit with a $3.5 billion fine for violating the European Union’s ad-tech antitrust rules. Taken together, these actions indicate that Google’s advertising empire is now confronting an aggressive, multi-front offensive from regulators across major global markets.
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