Judge in Google Ad Tech Case Seeks Quick Fix For Web Giant’s Monopolies

Virginia: The U.S. judge considering whether to order a cut in Google’s ad tech business asked the Justice Department on Friday how quickly such a solution would take effect, saying “time is of the essence.” Google has so far emerged largely unscathed from the bipartisan government’s legal crackdown on Big Tech’s dominance, a crackdown that began in President Donald Trump’s first term.

But that could change depending on what U.S. District Court Judge Leonie Brinkema in Alexandria, Virginia, rules in the Justice Department’s case over Google’s ad technology.

During closing arguments in the case on Friday, the judge brought up the fact that Google would seek to appeal the case; This was a move that would likely delay the forced sale for years.

“Most likely, the type of request you are making will not be as easily enforceable pending an appeal,” the judge said.

Brinkema ruled in April that Google had two illegal ad tech monopolies and is now considering what the company should do to restore competition.

Brinkema said Google was in an “impossible position” and was very likely to appeal the decision, given the fact that publishers and rival ad tech companies were relying on the decision to seek damages in many new lawsuits.

The DOJ and a coalition of states asked the judge to order Google to sell AdX, its ad exchange where online publishers pay Google a 20% fee to sell ads in auctions that occur instantly when users load websites.

Justice Department attorney Matthew Huppert argued Friday that nothing short of a forced sale would bring about a “brighter, more competitive future for the open web.”

He said the court’s remedy must “root out Google’s illegally acquired monopolies.”

Google’s lawyer, Karen Dunn, argued that a forced sale would be too extreme a measure.

“Legally acquired monopoly power is the foundation of the American economy,” he said, citing a 2004 Supreme Court decision.

Dunn argued that the separation would be technically difficult and result in a long and painful transition that would harm customers.

Friday’s closing arguments mark the end of evidentiary hearings in Google’s years-long battle with the Justice Department over its dominance in online advertising and search. Google later said it would appeal.

There are still pending antitrust lawsuits in the US against Meta Platforms, Amazon and Apple.