Google hits with great antitrust -decision on online ad practices: all about the matter | Mint

In a significant blow to Google’s advertising rich, a US federal judge ruled that the California technical giant is illegally monopolized parts of the online advertising technology market, which undermines the competition. The ruling, delivered by US District Judge Leonie Brinkema on Thursday, found that Google violated antitrust laws in two critical areas: advertising exchanges and advertisers of the publisher -the tools used by websites to sell advertising space. However, the court did not agree that Google held a monopoly in a third market: tools used by advertisers to buy ads. In her 115-page opinion, Judge Brinkema wrote that “Google is intentionally engaged in a series of competitive actions to obtain and maintain monopoly power.” She has accused the company of connecting its advertising exchange and publishing server systems through contracts and technological means, which ensures dominance in the ecosystem of the Open Web display ads. “For more than a decade, Google has imposed policies and stripped -down features that would benefit competitors,” Brinkema added, noting that these movements eventually harmed publishers, suffocated innovation and negatively affected consumers who relied on a free and competitive Internet. The decision is the second major antitrust defeat for Google lately. In a separate case, it was also found that the company illegally monopolized the online search market. A trial to determine possible drugs, including the possible breakup of parts of the business, such as the Chrome browser, is expected to start in Washington next week. The case, which was filed in 2023 by the US Justice Division with a coalition of states, is part of a broader suppression of Big Tech’s market power. Google has not yet responded to the latest decision. Alphabet Inc., Google’s parent company, saw its shares falling by as much as 3.2 percent after the decision, while shares in competitive advertising technical firm Trade Desk rose almost 8 percent, reflecting the expectations of the investors of a shift in the competitive landscape. (With input from Bloomberg) first published: 17 Apr 2025, 10:22 IST