A U.S. federal judge has ruled that Google illegally monopolized key segments of the digital advertising market, marking a significant antitrust victory for the Department of Justice and 17 state attorneys general.
The court found that Google willfully tied its publisher ad server and ad exchange, maintaining over 90% market share and limiting competition, which harmed publishers, the competitive process, and web users.
However, the court sided with Google concerning advertiser ad networks, stating that the plaintiffs failed to prove monopoly in that area. Remedies, potentially including a breakup of Google’s adtech business, will be determined in a future hearing. Google plans to appeal, claiming its ad tools are competitive and beneficial.
This ruling follows another antitrust decision in August by a Washington, DC judge who also found Google to be acting monopolistically in its search business, with a hearing scheduled to address further consequences.
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