In case you missed it, in a major win for the U.S. Department of Justice (DOJ), a federal judge in Virginia has ruled that Google has illegally built monopoly power in the web advertising market. The decision, part of a broader antitrust campaign by the government, signals serious legal trouble for the tech giant and potentially game-changing consequences for the digital economy.
This case is just one of several recent blows to Google’s dominance. In less than a year, courts have found that Google’s stronghold on multiple internet services—from search to mobile app distribution—is not just powerful but potentially illegal. A federal jury in December 2023 ruled Google’s Play Store also constitutes an illegal monopoly, marking the third such decision in less than twelve months.
The latest ruling targets Google’s core advertising business, which generates the majority of the company’s revenue. The DOJ argued that Google unfairly controls the buying, selling, and auctioning of web ads, locking out competitors and forcing publishers and advertisers to use its tools. The court agreed, asserting that Google’s conduct violates antitrust laws and stifles fair competition in the online ad space.
Why does this matter? Because advertising fuels the modern internet. Most websites—from news outlets to blogs—rely on ad revenue to stay afloat. When one company controls too much of that system, it doesn’t just hurt rivals; it can warp the economics of the entire internet. Publishers may earn less, advertisers may pay more, and users may see fewer options as innovation slows.
While Google is expected to appeal the decision, the cumulative effect of these antitrust cases is undeniable. Regulators worldwide are increasingly united in pushing back against Big Tech’s power. If appeals fail, the consequences for Google could be seismic—ranging from forced divestitures to new restrictions on how its services operate.
For now, the internet giant faces a long legal road ahead. But this ruling marks a turning point: a clear message that unchecked dominance in digital markets will no longer go unchallenged. As the legal battles continue, one thing is clear—the rules of the internet, especially around advertising and competition, may be due for a dramatic rewrite, stay tuned!
