Alphabet’s Google has announced plans to appeal a key segment of a U.S. court ruling that found the tech giant liable for monopolistic practices in the digital advertising space. The move follows Thursday’s decision by U.S. District Judge Leonie Brinkema, who concluded that Google had “willfully acquired and maintained monopoly power” in markets for publisher ad servers and ad exchanges.
The ruling stems from a lawsuit filed by the U.S. Department of Justice (DOJ) in January 2023, accusing Google of engaging in anticompetitive behavior to dominate the digital advertising ecosystem. Central to the case is Google’s control over both the tools used by publishers to sell ad space and the exchanges where those ads are auctioned a position critics say gives the company an unfair advantage and stifles competition.
In her decision, Judge Brinkema highlighted Google’s strategic acquisitions and practices that allegedly undermined fair competition and harmed other participants in the digital ad market. While the court has yet to determine remedies, the liability ruling marks a significant legal setback for the company.
In a statement, Google said it “respectfully disagrees” with the ruling and intends to challenge the “adverse portion” on appeal. The company maintains that its ad technologies benefit publishers and advertisers by improving efficiency and returns on investment.
Digital advertising remains a core revenue driver for Google, accounting for a significant portion of its over $300 billion in annual revenue. The DOJ and several state attorneys general argue that Google’s dominance in the ad tech stack harms publishers, advertisers, and consumers by reducing transparency and inflating prices.
The final outcome of the case could reshape the online advertising industry and set a precedent for future antitrust enforcement against Big Tech. Legal experts say the appeal process could take months or even years to resolve.
