Washington, Sept 23, 2025 – The U.S. government’s long-running battle with Google has entered a critical phase as the Department of Justice and 17 states press for a breakup of the company’s digital advertising empire.
The case, now in its remedies stage, follows an April ruling by Judge Leonie Brinkema that found Google holds illegal monopolies in two key markets: the open-web publisher ad server market and the open-web ad exchange market. Prosecutors argue Google used its dominance to block competitors, limit choices for publishers, and raise costs for advertisers.
At the heart of the case are Google’s tools AdX, its ad exchange, and Google Ad Manager, a publisher ad server. The Justice Department contends that controlling both sides of the digital ad chain gave Google an unfair advantage, a structure critics compare to “owning both the pitcher and the batter in the same game.”
DOJ Pushes for Breakup
Government lawyers are asking the court to impose structural remedies, including forcing Google to divest major parts of its ad tech unit. They argue that only a breakup can restore fair competition in the online advertising market.
“Behavioral promises won’t undo decades of unfair practices,” one DOJ attorney told the court. “The only real fix is structural change.”
Publishers and media companies testifying in Virginia this week backed the DOJ’s claims, saying Google’s practices reduced transparency and squeezed their revenues.
Google Pushes Back
Google strongly disputes the government’s case, calling the proposed remedies “drastic and unnecessary.” Company lawyers argue that the digital ad market is broader than the DOJ suggests, pointing to competition from Meta, Amazon, TikTok, and streaming platforms.
In a statement, Google said: “Breaking up our ad tools would hurt publishers and advertisers, who rely on our technology to connect with audiences efficiently.”
The company maintains that its innovations lowered costs and made advertising more effective for businesses of all sizes.
High Stakes for Big Tech
The trial is being closely watched across the tech industry. If the judge orders Google to sell its ad exchange or publisher tools, it would mark one of the biggest forced breakups in modern U.S. antitrust history.
Smaller publishers hope the move could level the playing field, while advertisers are watching for potential shifts in pricing and transparency.
The outcome could also set a precedent for future cases targeting Big Tech dominance. Legal experts note that regulators in the European Union and other jurisdictions are running parallel investigations into Google’s ad practices.
What Comes Next
Judge Brinkema is expected to take several weeks to hear testimony before ruling on remedies. Any decision will likely be appealed, setting up a prolonged legal battle that could reshape the online advertising industry for years to come.
For now, Google’s sprawling ad business which generated over $230 billion in revenue last year faces its greatest legal threat yet.
See Also DOJ Sues Rhode Island Over Race-Based Loan Forgiveness
