If you work in digital marketing, you've probably heard about Google's antitrust troubles. But this ruling, the second major loss for Google in under a year, could actually change how you buy ads, where your budgets go, and how much visibility you have into the supply chain.

The Google antitrust ad tech case targets a $700 billion digital advertising ecosystem that touches every marketing professional, from SEO specialists tracking organic traffic to PPC managers running display campaigns.

Here's what happened, what could happen next, and what you should do now.

What the Court Found About Google's Monopoly

According to the Department of Justice press release, Judge Leonie Brinkema of the U.S. District Court for the Eastern District of Virginia issued a 115-page ruling finding Google guilty on two of three counts:

Publisher Ad Servers (DFP): Google monopolized this market, controlling 90% globally. DoubleClick for Publishers is the tool publishers use to manage ad inventory.

Ad Exchanges (AdX): Google monopolized the exchange market with 63-71% share. This is where buying and selling of ad impressions happens in real-time auctions.

Advertiser Ad Networks: The court did not find Google guilty here. This was a partial win for Google.

The judge wrote that Google "willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power." One internal email, cited in the ruling, compared Google's position to "Goldman or Citibank owning the NYSE."
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How Google Allegedly Rigged the System

The ruling details specific practices:

Tying DFP to AdX

Publishers who wanted access to Google's advertiser demand through AdX essentially had to use Google's publisher ad server (DFP). A 2013 internal Google email stated the goal should be "all or nothing: use AdX as your SSP or don't get access to our demand."

"Last Look" Auction Manipulation

Google implemented a feature allowing AdX to see competitors' bids and systematically outbid them by the smallest margin. If a competitor bid $1.00 for an impression, Google could drop its bid to $1.01 and win. This ran until 2017.

Unified Pricing Rules

After discontinuing Last Look, Google introduced Unified Pricing Rules in 2019. This prevented publishers from negotiating better prices with competing exchanges. The court found it was designed to "limit the ability of publishers to set floor prices."

One rival exchange "experienced a 40% decrease" in business as a result.

DOJ vs. Google: The Competing Remedies

The remedies phase concluded November 21, 2025. As Axios reported, the network ad business at stake accounts for roughly 12% of Alphabet's overall revenue. Here's where the two sides disagree:
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During closing arguments, Judge Brinkema expressed skepticism about the divestiture timeline, noting that appeals could leave markets "in limbo for years." This suggests behavioral remedies may be more likely than a full breakup.

The Global Picture

Google faces coordinated regulatory pressure across multiple jurisdictions:
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• European Commission (September 2025): Fined Google €2.95 billion for similar ad tech abuses and ordered the company to cease self-preferencing practices.
• U.S. Search Case (August 2024): A separate court found Google monopolized the search market. Remedies issued in September 2025 banned exclusive distribution deals but stopped short of forcing a Chrome divestiture.
• Private Lawsuits: Publishers including Gannett, Associated Newspapers, and Mail Media are pursuing damages claims based on the monopoly findings.

On October 27, 2025, a New York federal court granted partial summary judgment to private plaintiffs, ruling that Judge Brinkema's findings would have binding effect in damages litigation. This opens the door to billions in potential publisher compensation.

4 Scenarios: What Could Happen Next

Scenario 1: Behavioral Remedies Only (Most Likely Short-Term)

Google keeps its ad tech stack but must share real-time bid data with competitors, remove Unified Pricing Rules, and submit to monitoring. Faster to implement and more likely to survive appeals.

For you: Gradual increase in auction transparency. Possibly better CPMs if publishers gain negotiating power, but don't expect dramatic changes immediately.

Scenario 2: Partial Divestiture of AdX

Google sells AdX to a separate entity. Potential buyers could include private equity, existing ad tech companies, or a publisher consortium.

For you: More competition in the exchange market. Expect disruption as new owners establish operations, followed by potentially better pricing and transparency.

Scenario 3: Full Divestiture of Ad Tech Stack

Both AdX and DFP sold off. The DOJ's preferred outcome, but faces significant challenges and would likely be stayed during appeals. As TechCrunch noted, the court will set a briefing schedule to determine appropriate remedies, which could include forcing Google to break up its advertising business.

For you: Major restructuring of programmatic advertising. You'd need to diversify ad tech partnerships and potentially rebuild integrations. Timeline: 2027-2028 at earliest.

Scenario 4: Appeals Delay Everything

Google appeals to the Supreme Court, extending litigation until 2027-2028. Current market dynamics largely persist.

For you: Status quo continues, but this is your window to diversify ad tech relationships and reduce dependence on any single platform.

What Marketing Professionals Should Do Now

Audit your ad tech dependencies. Map every Google product in your stack: Google Ads, Display & Video 360, Campaign Manager 360, Analytics. Understand which components are at risk and which have alternatives.

Test alternative platforms. If you're running display campaigns exclusively through Google's ecosystem, pilot independent DSPs with small budgets. Understand performance differences before you're forced to switch.

Demand transparency from partners. Industry studies have found that 15% of ad spend "disappears" in the supply chain without clear attribution. Push agencies and ad tech partners for fee breakdowns and log-level data.

Consolidate your reporting. If the ad tech market fragments, you'll need visibility across multiple platforms. Whether you're pulling data manually or automating across multiple sources, having a unified view will be critical for comparing results across a more diverse vendor mix.

Invest in first-party data. Email lists, CRM data, and direct customer relationships become more valuable when third-party targeting options are in flux.

FAQ: Google Antitrust Ad Tech Ruling

When will the final Google antitrust ruling be announced?

Judge Brinkema indicated her remedies decision would come in January or February 2026. However, Google will almost certainly appeal. Legal experts suggest a final, enforceable outcome may not arrive until 2027 or 2028.

Will Google be forced to sell its ad tech business?

Possibly, but not certain. The DOJ requested full divestiture of AdX and potential divestiture of DFP. However, Judge Brinkema showed skepticism about divestiture timelines during closing arguments, suggesting behavioral remedies might be more practical.

How does this affect Google Ads and Performance Max campaigns?

The ruling targets Google's open-web display advertising ecosystem, not Google Ads or Performance Max operating within Google's properties. The judge dismissed the claim regarding advertiser ad networks. However, increased scrutiny could lead to more transparency requirements over time.

What are the common Google monopoly advertising issues this ruling addresses?

The ruling identified three anticompetitive practices: (1) Tying, forcing publishers to use DFP to access AdX; (2) Auction manipulation through "Last Look"; (3) Pricing restrictions via Unified Pricing Rules. These harmed publisher revenues and reduced competition.

How much of Google's revenue comes from ad tech?

Google's network ad revenue was approximately $30 billion in 2024, roughly 12% of Alphabet's total revenue. Total advertising revenue including Search and YouTube was about $264 billion.

What should advertisers do to prepare for changes in ad tech?

Five steps: (1) Audit your Google dependencies across Ads, DV360, Campaign Manager, and Analytics. (2) Test alternative DSPs with small budgets. (3) Demand fee transparency from all partners. (4) Build first-party data assets. (5) Consolidate reporting across platforms.

How does the EU ruling against Google compare to the U.S. case?

The European Commission issued a €2.95 billion fine in September 2025 for similar abuses. The EU tends to favor behavioral remedies and fines, while the U.S. DOJ is pushing more aggressively for structural remedies like divestiture. Google is contesting both.

The Bottom Line on Google Antitrust Ad Tech

This ruling represents the most significant regulatory action against Big Tech's advertising dominance in decades. Whether it results in a breakup, behavioral changes, or years of appeals, the direction is clear: the era of one company controlling both sides of the ad transaction while running the auction is under serious legal challenge.

For marketing professionals, this isn't a crisis. A more competitive ad tech market could mean better pricing, more transparency, and genuine choice of vendors. But realizing those benefits requires preparation now, not when the final ruling arrives.

Start by understanding your dependencies. Test alternatives. Build your first-party data. And watch for the remedies ruling expected in early 2026.

If you want to track ad performance across platforms as things evolve try Dataslayer free for 15 days to connect Google Ads, Facebook Ads, LinkedIn Ads, and 50+ marketing platforms to Google Sheets, Looker Studio, BigQuery, or Power BI.