April 18, 2025 – A U.S. District Court judge, Leonie Brinkema, has found Google guilty of anti-competitive practices in the online advertising sector, specifically in the markets for publisher ad servers and open web display ad exchanges.
The judge noted that Google had imposed conditions on publishers who wished to utilize its ad exchange platform, compelling them to also use Google’s ad server. This strategy was seen as undermining the viability of rival companies in the industry.
Furthermore, Google’s “First Look” feature provided its ad exchange with exclusive early access to ad inventory, while “Last Look” allowed it to review competitors’ bids before making its own, creating an uneven playing field.
Additionally, Google introduced “Unified Pricing Rules,” which restricted publishers’ pricing strategies, reducing their reliance on Google ads and filtering out low-quality content.
The court determined that these rules, while ostensibly aimed at market optimization, actually fueled the growth of Google’s ad technology, to the detriment of competitors’ offerings.
Google’s extensive data repositories, which encompass advertisers, publishers, and users, have further constrained market competition and solidified its monopoly. The court underscored that these actions have inflicted significant harm on advertisers, publishers, and consumers alike.
As a consequence of the ruling, Google could face severe penalties, including the potential divestiture of its publisher ad server and ad exchange products, adjustments to its business practices to prevent future anti-competitive conduct, and substantial fines. The court will deliberate on specific remedies during upcoming hearings.
