Google is set to face a new federal court trial over Ad Tech Monopoly.
NewsOnline Nigeria reports that Google is set for a new test in federal court on Monday, as U.S. government lawyers ask a judge to order the breakup of the tech giant’s advertising technology business.
The case is the second antitrust challenge against the California-based company this year. Earlier this month, a similar government push to split Google was rejected by a federal judge.
ALSO: Otedola Alleges N2 Trillion Subsidy Fraud Under Jonathan, Hails Dangote Refinery as Game-Changer
Focus on Google’s Ad Tech “Stack”
Monday’s trial centers on Google’s ad tech “stack”, the suite of tools that publishers use to sell ads and advertisers use to buy them. Earlier this year, Federal Judge Leonie Brinkema sided with the U.S. Department of Justice (DOJ), ruling that Google holds an illegal monopoly in this market.
The current trial will determine what penalties or structural changes Google must implement to dismantle its monopoly. According to court filings, the DOJ is asking Google to spin off its ad publisher and exchange operations and proposes a 10-year ban on Google operating an ad exchange after divestiture.
Google, however, plans to challenge the demands, arguing that the breakup is technically unfeasible, exceeds the court’s findings, and could harm the market and smaller businesses.
“We’ve said from the start that DOJ’s case misunderstands how digital advertising works and ignores how the landscape has dramatically evolved, with increasing competition and new entrants,” said Lee-Anne Mulholland, Google Vice President of Regulatory Affairs.
Global Context and EU Actions
The U.S. trial follows a similar move in Europe. Earlier this month, the European Commission fined Google €2.95 billion ($3.47 billion) over its control of the ad tech market. Brussels mandated behavioral remedies rather than divestiture, prompting criticism that the measures were too lenient.
Broader Antitrust Campaign
This remedies trial follows a prior U.S. case that found Google operated an illegal monopoly in online search. In that case, the DOJ had sought a breakup of Google Chrome, arguing the browser channels one-third of all Google web searches. A judge rejected that request, instead requiring Google to share data with competitors, a decision that has boosted Alphabet shares by over 20%.
Judge Brinkema has indicated she will carefully consider the search trial’s outcome when deciding the next steps in the ad tech case.
The proceedings are part of a broader bipartisan push against Big Tech, with the U.S. government currently pursuing five pending antitrust cases against major technology companies.
The remedies trial is expected to last about a week, with closing arguments scheduled a few weeks later.
