A federal judge in the United States has ruled that Google misused its strong position in the online advertising market. Judge Leonie Brinkema found that Google created and kept a monopoly in digital ads by linking its tools and blocking fair competition. Her decision is a major moment in a long legal battle between the tech giant and the government.
Judge Finds Google Used Power Unfairly
Judge Brinkema ruled that Google forced clients to use its ad server and exchange together. This move hurt other companies trying to compete in the same space. The judge said that Google set rules that worked in its favor and removed tools that might help others.
She also said the company created tech systems that made it hard for rivals to grow. Over the years, Google became more dominant and used that power to shape how digital ads are bought and sold.
The court’s decision affects two key parts of Google’s ad business:
- The ad server, which helps websites sell space to advertisers.
- The ad exchange, which links buyers and sellers of digital ads.
Brinkema said Google created a “walled garden” that kept competition out.
A 17-Year Empire Built on Ad Tech
Google started building its ad empire with its $3.2 billion purchase of DoubleClick in 2008. At the time, U.S. officials approved the deal. But many experts now say it gave Google a huge edge.
With that purchase, Google gained tools used by most websites and advertisers. Over time, it tied these tools more tightly together, making it harder for clients to use anything else.
Judge Brinkema noted that Google’s tools were connected across its platforms, like Search, YouTube, Chrome, and Google Maps. This helped the company collect more data and sell more ads. It also meant fewer options for publishers and advertisers.
She pointed out that Google’s control of both sides of the ad transaction gave it unfair power. It could set prices, run auctions, and choose who saw what ads. This setup allowed Google to charge more and cut out middlemen.
Google Responds and Plans to Appeal
Google strongly disagrees with the ruling. The company said it plans to appeal the decision. Lee-Anne Mulholland, Google’s Vice President of Regulatory Affairs, said the company’s ad tools are popular because they work well and are affordable.
“Publishers and advertisers use Google by choice,” she said. “Our tools help them grow.”
Google also said that today’s ad market is very different from when it started. The company named Meta, Amazon, and Microsoft as strong competitors.
Still, the judge disagreed. She found that Google’s structure made it too hard for rivals to compete. The Justice Department says Google has hurt innovation and blocked fair market practices.
Two Monopoly Cases Running at Once
This decision is not Google’s only legal problem. In a separate case from August, another judge ruled that Google Search also hurt competition. That case said Google made deals to keep its search engine as the default option on many devices. As a result, it limited the reach of other search providers.
Both cases are now moving into a “penalty phase,” where judges decide what Google must do. For the ad tech case, hearings are expected late this year or early next year.
In the search monopoly case, hearings begin Monday in Washington, DC. The Justice Department has asked the judge to consider breaking up parts of Google’s business. One proposal would force Google to sell its Chrome browser.
Google plans to fight both cases. Its lawyers argue the internet is fast-changing and the current rules don’t fit modern ad markets. Still, the company faces growing pressure from U.S. and global regulators.
What Comes Next for Google and the Ad Market
The judge’s decision may shape the future of online ads. If courts force Google to change or sell parts of its business, it could create new chances for other firms.
It could also affect websites and advertisers that rely on Google tools. Experts say the case could lead to fairer ad prices, better tools, and more choices.
For now, all eyes are on the next steps in court. The outcomes will likely take years to settle.