A federal judge has ordered a high-stakes remedies hearing to begin this week in the case United States v. Google LLC, where Google was found to hold an illegal monopoly in key segments of the digital advertising technology market.
The court declared that Google unlawfully monopolised the open-web display publisher ad server and ad exchange markets, tying its publisher ad server to its ad exchange in ways that harm competition. The remedy phase will decide how far Google must go to dismantle or regulate parts of its business.
The Department of Justice is pushing for sweeping structural changes. Among its proposals is a forced divestiture of Google’s Ad Manager unit—including AdX and DFP—and a ban on practices that favour Google’s own adtech products over those of rivals. Google, however, argues that less disruptive measures—such as mandates for data sharing, limits on self-preferencing, and regulatory oversight—would be sufficient.
In parallel, regulatory pressure is mounting overseas. The European Commission levied a €2.95 billion fine against Google for abusing dominance in its adtech stack, especially its AdX and publisher ad server tools. The EU also demanded that Google cease “self-preferencing” behaviours and warned of structural remedies if compliance is inadequate. Google has said it will appeal.
The U. S. hearing will involve heavy testimony. Witnesses include independent publishers and rivals who say Google’s integrations force them into dependent relationships, driving up costs and limiting choice. Google counters they created efficiency and innovation by combining tools, and that the proposed divestitures risk harming the ad market and its users.
Analysts expect the judge will balance remedy severity with unintended consequences. Some remedies under discussion could reshape digital advertising: full or partial divestment of Google’s ad-sales infrastructure, reconfiguration of auction and data flows, strict oversight of Google’s contracts with publishers and advertisers. Others suggest less extreme regulation could suffice to restore competition.
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