Google warns DOJ ad-tech remedies would hurt publishers, advertisers

Google heads into the remedies phase of its DOJ antitrust case Monday, warning that the government’s proposed fixes go far beyond the court’s ruling and could damage the very businesses the case is meant to protect.

Why we care. At stake is Google Ad Manager, a cornerstone tool for buying and selling web, app, CTV, and video ads. Splitting it off could reshape the digital ad market, raising costs for advertisers and reducing monetization options for publishers.

It could also create room for more innovation in the ad-tech market. That might give advertisers more choice among platforms, potentially reducing dependence on Google’s ecosystem and leading to new tools or pricing models that could benefit buyers in the long run.

Driving the news:

• The DOJ wants Google to divest Ad Manager, despite the court finding that the company’s acquisitions didn’t harm competition.
• Google argues the DOJ’s remedies exceed both the court’s liability decision and antitrust law.
• Instead, the company has proposed expanding interoperability, allowing publishers to tap third-party tools to access advertiser bids in real-time.

What they’re saying. “Breaking apart integrated tools would make it harder for publishers to monetize their content and more expensive for advertisers to reach new customers, disproportionately hurting small businesses,” Google said.

Between the lines. The DOJ’s stance reflects a tougher approach to digital advertising enforcement, but Google is betting that showing harm to publishers and small advertisers will help its case.

The bottom line. The remedies phase could decide whether Google is forced to spin off part of its ad-tech business or whether a lighter-touch fix — like broader interoperability — is enough to satisfy regulators.

Dig Deeper. DOJ unveils plan to end Google’s illegal search monopoly