Justice Department urges structural divestment as judge weighs remedies in landmark antitrust trial.
The United States government has launched a major push to dismantle Google’s dominance in advertising technology, arguing that only a breakup can restore fair competition. The outcome could redefine the future of the global digital advertising market.
The Remedy Trial Begins
On September 22, Judge Leonie M. Brinkema of the US District Court for the Eastern District of Virginia began hearing arguments in a remedy trial aimed at curbing Google’s advertising monopoly. Earlier in April, Brinkema ruled that Google illegally monopolized both the tools publishers use to sell ad space and the software connecting buyers with sellers.
Government Pushes for Breakup
Justice Department lawyer Julia Tarver Wood argued that “nothing short of a structural divestment” would be effective, urging the judge to force Google to sell parts of its ad tech business and open its code. The government contends that Google’s control stifles competition, harms publishers, and undermines innovation.
Google Counters With Warnings
Google’s legal team, led by attorney Karen Dunn, called the proposals reckless, claiming they would “invite disruption and damage” to consumers and the internet ecosystem. Google has instead offered modest adjustments to its Ad Manager system, arguing that technological and market changes already address the government’s concerns.
Billions at Stake
The case, filed in 2023 under the Biden administration, threatens the $305 billion revenue stream generated by Google’s advertising division. Digital ads remain the core lifeblood for Alphabet Inc., sustaining thousands of websites globally. A forced sale of Google’s ad technology could reshape one of the internet’s most profitable ecosystems.
Lessons From the Search Monopoly Trial
The proceedings echo another antitrust case where Judge Amit Mehta stopped short of ordering Google to sell its Chrome browser, despite ruling its search business an illegal monopoly. Instead, he imposed contract changes and sharing requirements. That decision boosted Alphabet’s stock, pushing its valuation past $3 trillion. Judge Brinkema has asked both sides to address how Mehta’s ruling might influence the current trial.
Appeal on the Horizon
No matter the outcome, Google has signaled plans to appeal the monopoly ruling once remedies are determined. With hearings expected to last up to three weeks, the case could set a precedent for how regulators worldwide tackle Big Tech’s dominance in digital markets.
The antitrust battle over Google’s ad technology marks a pivotal test of US regulatory power against Big Tech. For businesses and consumers alike, the verdict could reshape online advertising, shifting the balance of power from a single dominant player to a more competitive market.
Sources: Straits Times (2025) , The Guardian (2025)
Keywords: Google Antitrust, Ad Tech Monopoly, US Justice Department, Leonie Brinkema, Julia Tarver Wood, Karen Dunn
