Judge Seeks Quick Fix for Google’s Ad Tech Monopolies in Landmark Case

Key Takeaways

• Judge Brinkema seeks rapid action against Google’s ad tech monopolies
• DOJ demands forced sale of Google’s AdX exchange to restore competition
• Google likely to appeal, potentially delaying any breakup for years
• Case represents major test in ongoing Big Tech antitrust crackdown

Judge Presses for Quick Action in Google Antitrust Case

A U.S. judge has signaled urgency in addressing Google’s advertising technology monopolies, asking the Department of Justice how quickly a potential breakup could be implemented. Judge Leonie Brinkema emphasized “time is of the essence” during Friday’s closing arguments in the landmark antitrust case.

The hearing marks a critical moment in Google’s legal battles, where the company has largely avoided major consequences from government antitrust actions until now.

Appeal Could Delay Enforcement for Years

Judge Brinkema acknowledged that Google is “in an impossible situation” and very likely to appeal her April ruling that found the company holds two illegal ad tech monopolies. She noted that such appeals would likely push any forced sale years down the road.

“The kind of request you are making most likely would not be as easily enforceable while an appeal is pending,” Brinkema told DOJ attorneys.

DOJ Demands Radical Restructuring

The Justice Department and coalition of states have asked the court to force Google to sell its AdX exchange, where publishers pay Google a 20% fee for instant ad auctions. DOJ attorney Matthew Huppert argued that only a breakup would bring a “brighter, more competitive future for the open web.”

Huppert insisted the court’s remedy must “eradicate Google’s illegally acquired monopolies root and branch.”

Google Fights Breakup as Too Extreme

Google’s attorney Karen Dunn countered that a forced sale would be too extreme, arguing that “lawfully acquired monopoly power is the foundation of the American economy.” She cited a 2004 Supreme Court ruling to support her position.

Dunn warned that breaking up Google’s ad tech business would be technically difficult and create a “long and painful transition” harming customers.

Broader Implications for Big Tech

The case concludes evidentiary hearings in Google’s years-long battle with regulators over its online advertising dominance. The outcome could influence pending antitrust cases against and .

The ruling comes as another judge recently rejected the FTC’s bid to force Meta Platforms to sell Instagram and WhatsApp, highlighting the mixed results in government efforts to rein in tech giants.