Google Begins Its Battle For The ‘Unofficial Currency Of The Internet’

Google begins its battle for the “unofficial currency of the internet” as the Justice Department pushes to break up its ad tech empire. The case, now at the remedies stage, could reshape how billions in digital ad revenue flow across the open web.

For over a decade, Google has dominated online advertising — the financial backbone of much of the internet. But the DOJ argues that this dominance wasn’t earned fairly. Instead, it says Google tied its products together, locked in publishers, and eliminated fair competition. Unless drastic action is taken, regulators warn, Google will always find a way to keep its unfair advantage.

The DOJ’s Push To Break Google’s Grip

In its opening remarks, DOJ attorney Julia Tarver Wood warned that history risks repeating itself if Google is not reined in. She argued that nothing short of a breakup could dismantle the company’s “massive head start” in ad tech.

The government’s proposal is bold. It wants Google to sell AdX, its powerful ad exchange, and open source the final auction logic behind its publisher ad server, DoubleClick for Publishers (DFP). By doing so, regulators hope to level the playing field and expose the opaque rules that decide which ads win.

Google’s Defense: A “Radical And Reckless” Plan

Google’s legal team, led by attorney Karen Dunn, called the DOJ’s plan “radical and reckless.” According to Google, the proposal swings for the fences without considering the chaos it could unleash across the digital ad ecosystem.

The company argues that its tools, though dominant, have helped sustain the open internet by ensuring advertisers can efficiently reach publishers’ audiences. Breaking up these systems, it claims, could harm smaller businesses that rely on affordable, effective online ads.

Why Ad Tech Is Called The “Unofficial Currency Of The Internet”

At the heart of this battle is digital advertising itself — often referred to as the “unofficial currency of the internet.” Ads fund everything from journalism to free apps, powering the platforms billions use daily.

The DOJ insists that if one company controls this “currency,” competition suffers, innovation slows, and users ultimately lose. Google, however, frames itself as the stabilizing force that keeps the internet economy running.

What Happens Next

The remedies trial, presided over by Judge Leonie Brinkema, will determine whether Google’s ad tech empire faces a forced breakup. If regulators succeed, it could mark one of the biggest antitrust wins against a tech giant in decades — potentially reshaping online advertising for years to come.

But if Google holds its ground, it will reinforce its dominance over the very system that fuels the web. In either case, the outcome of this trial will decide who controls the “unofficial currency of the internet” — and whether the open web can truly remain open.