Google faces antitrust remedy trial over digital advertising monopoly findings

A federal court in Alexandria, Virginia, will begin a two-week remedy trial Monday focused on Google’s digital advertising technology, as the U.S. Justice Department presses to restore competition after a judge found parts of the company’s ad tech to be an illegal monopoly.

U.S. District Judge Leonie Brinkema previously ruled that Google’s online advertising system stifles competition and harms publishers that rely on it for revenue. The remedy trial will center on how to restore fair market conditions, with Brinkema expected to issue a ruling on the divestiture or restructuring of Google’s ad technology after hearing evidence over the next several weeks. While timelines for a decision have not been set, experts expect the process to extend into November before the judge takes the matter under submission. Regardless of the outcome, Google has signaled it will appeal the monopoly finding, though appeals cannot proceed until the remedy ruling is issued.

The case, filed in 2023 during the Biden administration, threatens the intricate network Google has built over roughly 17 years to power its dominant digital advertising business. Ad sales account for the majority of revenue in Alphabet Inc.’s services division, contributing to a body of earnings that the company has described as the internet’s revenue backbone for thousands of websites. If the DOJ succeeds in its preferred remedy, Brinkema would weigh orders that could force Google to divest or restructure elements of its ad technology, a move Google’s lawyers say could disrupt the internet ecosystem and harm consumers.

The remedy proceedings come as a broader antitrust push targets Google’s dominance in search and online advertising. In the parallel search case, Judge Amit Mehta earlier this year signaled a more restrained approach to remedies, rejecting a drastic breakup of Chrome. Mehta’s decision has helped shape industry expectations as AI-driven changes reshape how digital ads are bought and sold, influencing how regulators view the balance between competition and innovation. Google has argued in court filings that AI technologies used by ad network rivals, including Meta Platforms, are transforming the market and reducing the need for sweeping government-mandated remedies.

Analysts have noted the developing dynamics in technology and AI are influencing both cases. The Mehta decision coincided with a rally in Alphabet’s stock, which rose about 20% after that ruling, helping push the company toward a market value around $3 trillion and marking a notable milestone in the AI- and data-driven era. Brinkema’s forthcoming remedy ruling could have similar consequences for Google’s ad business and for advertisers, publishers, and tech rivals who participate in the digital advertising ecosystem.