What’s Happening With Google’s Ad Tech Monopoly?

Judge Leonie Brinkema is moving fast to address concerns over Google’s ad tech monopoly before it’s too late. The Justice Department wants Google to sell its AdX exchange and possibly its publisher ad server to restore competition. Google argues behavioral changes are enough, but the judge knows time is critical—especially as Google is likely to appeal.

Why the Judge Sees Urgency in Fixing Google’s Monopoly

Timing is everything. Judge Brinkema recognizes that delays could let Google maintain its dominance while legal battles drag on. Previous antitrust cases, like the one against Meta, show how competitors like TikTok grow stronger when enforcement is slow. Swift remedies could prevent Google from entrenching its market power even further.

Could Breaking Up Google Actually Work?

Breaking up Google’s ad tech empire isn’t simple. The judge must weigh enforceability against potential behavioral fixes. Selling parts of Google’s ad platform could be legally messy and slow, while requiring internal changes might deliver quicker results. Either way, the focus is on creating a fair, competitive digital advertising market.

What This Means for Advertisers and Consumers

If the judge acts decisively, advertisers may see more options and better pricing, while consumers could benefit from a less monopolized online ecosystem. The case highlights how antitrust law is trying to keep pace with tech giants that control massive digital marketplaces, ensuring competition remains fair and innovation thrives.