DOJ aims to break up Google’s ad business as antitrust case resumes

The Department of Justice is doubling down in its antitrust battle against Google, arguing that the tech giant’s Ad Manager is the linchpin of its monopolistic grip on online display ads, and only a full structural breakup will restore fair competition for publishers and advertisers. Government lawyers insist that Google’s proposed fixes—like making auction bids transparent and ditching outdated perks—are basically band-aids on a bullet wound, especially since Big G plans to appeal anyway and fight any real penalties. Google’s defense echoes its search case playbook, claiming AI innovations from rivals like Meta are already shaking up the ad landscape, so drastic measures from the DOJ could just stir up unnecessary chaos for the industry. For SMBs and MSPs relying on Google’s ad tools, this saga might mean cheaper alternatives emerge if regulators win, but it’ll be months before a judge rules—and don’t forget, Europe’s already slapping fines and eyeing a similar split.

Source: https://arstechnica.com/gadgets/2025/09/google-back-in-court-as-it-tries-to-avoid-advertising-business-breakup/