Google makes final bid to avoid ad-tech breakup in US antitrust case

Alphabet is preparing its final defense in a U.S. antitrust case that could reshape its advertising business. The company will make closing arguments Friday as a federal judge considers whether Google must divest parts of its ad technology operations to restore competition.

In April, the court ruled Google holds two illegal monopolies in key segments of the digital ad market. Regulators have asked the judge to require Google to sell AdX, the company’s ad exchange, which charges publishers a 20% fee on transactions that occur in real time when users load web pages.

Justice Department attorneys argued during an 11-day trial that only a structural remedy can prevent Google from using new tactics to maintain dominance. Google countered that separating the business would be complex and disruptive, potentially harming customers and creating uncertainty for advertisers and publishers.

The case marks one of the most consequential legal challenges Google has faced as bipartisan scrutiny of large technology companies continues. The company plans to appeal the monopoly ruling, as well as a separate Washington decision that found illegal monopolies in search and related advertising.

The outcome will likely move to higher courts next, setting up years of additional litigation. Antitrust cases involving Meta, Amazon, and Apple also remain pending. Reuters