Overview

• Judge Leonie M. Brinkema ruled that Google illegally maintained monopolies in the open-web ad server and ad exchange markets, violating the Sherman Antitrust Act.
• Remedies under review include the divestiture of Google Ad Manager and AdX, which could impact Alphabet's revenue and alter the adtech landscape.
• The DOJ has proposed broader remedies in a parallel search case, including divestitures of Android and Chrome, and free access to ad data for competitors.
• Google Services accounted for 87% of Alphabet's Q4 2024 revenue, with DFP and AdX contributing 12%, highlighting the financial stakes of potential divestitures.
• Appeals and additional legal proceedings are expected to delay the implementation of any remedies, prolonging uncertainty for the digital advertising market.