The battle between Google and the United States Department of Justice (DOJ) is moving to a very important stage. The long-running Google Ad Tech Antitrust Trial has now entered the remedy phase.
This trial is one of the most important legal fights in U.S. tech history. It will decide how much control Google can keep over the online advertising market.
What Is the Google Ad Tech Trial?
Google makes money from many businesses, but most of its profit comes from digital ads. When you see an ad on a website, chances are Google is behind it.
The DOJ has accused Google of:
-
Monopoly Power – Controlling too much of the online ad market.
-
Unfair Practices – Forcing publishers and advertisers to use Google’s tools.
-
Harming Competition – Making it hard for smaller ad tech companies to grow.
Google says it is not breaking the law. The company argues that its tools help advertisers and publishers connect better.
What Is the Remedy Phase?
The trial has two main parts:
-
Liability Phase – The court decides if Google is guilty.
-
Remedy Phase – If guilty, the court decides what punishment or changes Google must face.
Now the trial has moved into the remedy phase. This means the court will look at solutions to fix the ad market.
Possible Remedies for Google
If the court rules against Google, there are different remedies being discussed:
-
Breaking Up Google’s Ad Business – Forcing Google to sell parts of its ad tech unit.
-
New Rules for Fair Play – Making Google allow more open competition.
-
Monitoring and Oversight – Setting up watchdogs to check Google’s actions.
-
Fines and Penalties – Making Google pay billions of dollars.
Some experts say breaking up Google’s ad unit would be the most effective, but also the most difficult.
Why This Matters in the United States
The U.S. online advertising market is worth hundreds of billions of dollars each year. Google controls a very large share of it.
If the trial changes Google’s power, it could affect:
-
Businesses – Small companies may get more fair ad prices.
-
Publishers – News sites and blogs may earn more money from ads.
-
Consumers – People may see more diverse and cheaper ads.
This trial is not just about Google. It is about how big tech companies should be controlled in America.
Who Will Testify in the Remedy Phase?
According to AdExchanger, both the DOJ and Google have submitted witness lists.
Witnesses include:
-
Economists – To explain how Google affects the market.
-
Ad Tech Experts – To show technical details.
-
Business Owners – To share how Google impacts small businesses.
-
Google Executives – To defend the company’s practices.
These testimonies will play a key role in what remedies the court decides.
Google’s Defense
Google continues to argue that:
-
Its ad tools make digital marketing cheaper and faster.
-
Breaking up its business would hurt advertisers and publishers.
-
The ad market has strong competition from Amazon, TikTok, and Meta.
Google also says its success comes from innovation, not monopoly.
DOJ’s Argument
The Department of Justice says:
-
Google’s dominance harms fair competition.
-
Publishers and advertisers are forced to use Google’s system.
-
Without change, Google will continue to control too much of the market.
The DOJ wants strong remedies to make the ad market fair and open.
Impact on U.S. Tech Industry
This case is being watched very closely. If the court orders strong remedies, it could change how big tech companies operate in the United States.
-
Apple, Meta, Amazon – These companies may face similar antitrust actions.
-
Small Ad Tech Firms – Could get a chance to grow if Google’s power is reduced.
-
U.S. Consumers – May benefit from more competition and better online experiences.
Timeline of the Case
-
2020 – DOJ first files lawsuit against Google’s ad business.
-
2023–2024 – Trial goes through hearings and testimonies.
-
2025 – Case moves into remedy phase.
Final decisions may come later this year.
What Experts Say
Legal experts in the U.S. believe this could be a landmark case. Some say it is as important as the Microsoft antitrust case in the 1990s.
If the court orders Google to split up, it could be the biggest tech breakup in U.S. history.
Conclusion
The Google Ad Tech Antitrust Trial is now at its most important stage: the remedy phase. The outcome could reshape the future of online ads in the United States.
If you are a business owner, advertiser, or just an internet user, the results of this trial will affect you.
For official updates, you can follow reports from the U.S. Department of Justice and major tech news outlets.