On April 17, 2025, a U.S. federal judge ruled that Google illegally monopolized key parts of the online advertising market. The court found that Google “willfully acquired and maintained monopoly power” in two areas: the tools publishers use to manage ads and the digital marketplaces where ads are bought and sold. In simple terms, Google controls most of the software that websites use to sell ad space, and it controls the auction system where advertisers bid for that space. The judge noted that Google tied these products together – requiring publishers who wanted access to Google’s ad exchange to use its ad server – which froze out competitors and harmed both publishers and the open web.
The court cited specific examples of Google’s tactics. Google gave its own ad exchange a “first-look” or “last-look” advantage in auctions, so they would win even if other bids were higher. Google also removed certain features like flexible pricing controls and open bidding for non-Google servers that would have let publishers get more revenue. This conduct gave Google a “durable market share of over 90%” in publisher ad servers and a similarly dominant share of ad exchange transactions. As Judge Brinkema put it, this exclusionary behavior “substantially harmed Google’s publisher customers, the competitive process, and, ultimately, consumers of information on the open web.”
Importantly, the court did not find Google had a monopoly on the advertiser side, specifically in that it does not have monopolistic control over the tools advertisers use to buy ads. The ruling focuses on the publishers’ side of the ad tech market. Nevertheless, this is Google’s second big antitrust defeat and paves the way for remedies. The U.S. Department of Justice (DOJ) is already seeking to break up Google’s ad tech stack by requiring Google to sell off its Google Ad Manager suite. Analysts say this ad business accounts for about 12% of Alphabet’s revenue, so a breakup could shake things up.
How the Ad Market Could Change
What might change as a result of this ruling? In theory, forcing Google to divest or open up its ad tech tools could invite more competition. Google’s own attorney acknowledged publishers have “many options,” but if Google’s ad server and exchange are split up, new rivals could have a fairer shot at bidding on publisher inventory. If this is a win for consumers, businesses, and content creators, it would be only if lower prices and more innovation came as the result.
Possible remedies, besides selling off assets, might require Google to let other exchanges see its auction data or let publishers easily send inventory to non-Google exchanges. More transparency or fairer auction rules could give publishers more of each advertising dollar and allow different ad networks or demand platforms to emerge.
However, change won’t happen overnight. Google will appeal the decision, and any breakup or enforcement order could take years. In the meantime, the ad marketplace will keep operating under the old rules. As one analysis notes, fixing Google’s market structure doesn’t automatically mean better economics for everyone. It just gives others a shot at competing. We should plan for a more open ad world, but also be realistic: for now Google still runs the largest ad networks and tools.
What This Means for Your Google Ads Strategy
For most small or mid-sized businesses using Google Ads, the ruling should not disrupt daily campaigns in the short term. The case targets Google’s display advertising technology on publisher websites, not the search or social ads you place on Google’s search engine or YouTube. Your Google Ads campaigns, which drive traffic via search keywords or display placement, will continue working the same way for now. Google has said it won “half of this case” and intends to appeal the publisher-tools decision. In other words, Google Ads as you know it isn’t going away.
That said, this is a good time to review your overall marketing mix. Think of it as an encouragement to diversify and strengthen your lead channels:
- Keep optimizing Google Ads. Google Ads still delivers customers effectively when managed well. Continue refining your keywords, ad targeting, budgets, and landing pages. A well-run Google Ads campaign can remain your lead-generation engine.
- Explore other ad platforms. Don’t put all your budget into one basket. Try Microsoft Advertising or Amazon Ads if you sell products. If Google’s ad exchange eventually opens up, new programmatic platforms might emerge – stay informed so you can test them early.
- Try Alternative Social Media Platforms: Social media platforms like Facebook, Instagram, LinkedIn, and TikTok offer targeted advertising. But you can also experiment with smaller platforms that have a more niche but highly dedicated audience. Bluesky, Rednote, and Substack are great platforms to work on organic growth and potentially test posts, which can be tweaked for larger platforms. Content can also be tailored to encourage discussion and engagement, such as visual campaigns on Pinterest or forum discussions on Reddit. A lot of customer insights can be obtained through these alternative platforms.
- Invest in owned channels (SEO, content, social). Work on your website’s SEO and high-quality content. Organic search traffic and content marketing are stable sources of leads that aren’t directly controlled by any auction system. MGG’s expertise in SEO content and website redesign can help make your site more visible and effective.
- Monitor trends and metrics. Keep an eye on your ad performance. If you notice unusual changes in cost-per-click or conversion rates, it could signal shifts in bidding competition. Regular check-ins with analytics will help you adjust quickly.
- Partner with experts. Changes in the ad tech world can be complex. MGG Digital Consulting can help you navigate new options. We can audit your current strategy, test new channels, and reallocate budget as needed.
Taking these steps will make your marketing plan more resilient. Even with a break-up, nothing stops you from using Google Ads; you’ll just have more potential outlets to reach your customers over time.
Preparing for a Changing Ad Tech Landscape
Looking ahead, keep these points in mind:
- Be patient. Real change from this ruling will take years. Appeals and legal wrangling could delay any mandated sale or new regulations. Don’t expect immediate overhauls in Google’s systems.
- Welcome more competition. If Google splits off its ad server or exchange, or opens up auctions, it could create space for other companies to grow. More players can mean new tools and potentially lower prices for buyers or higher yields for sellers.
- Expect a fairer auction environment. In a fully open system, Google’s exchange wouldn’t automatically win every auction. This could let publishers keep more revenue and let advertisers bid in other auctions. Ideally, a healthier ecosystem benefits everyone – brands, publishers, and consumers.
- Continue building multiple channels. Even after any changes, the rule will still be: don’t rely on a single platform. The smarter strategy is multichannel marketing. Double down on what works. We know Google Ads and SEO both work, but keep testing. The goal is always to reach your audience wherever they are.
In short, this ruling is the beginning of change, not the end. For business owners, the best approach is pragmatic: stay the course with your current ads if they’re working, while spreading your efforts across other channels. We’ll likely see new ad tech choices emerge over the next few years.
The April 2025 ruling against Google highlights how much control one company had over the ad tech that powers the open web, and it sets the stage for more competition. For your business, it’s a reminder to use Google Ads wisely and to not be afraid to diversify. In practical terms, keep running the ads that work today while also exploring other ways to attract customers (SEO, social, alternative ad networks). By spreading your marketing efforts, you’ll be in a strong position whether Google’s ad business stays as is or evolves.
MGG Digital Consulting is here to help you navigate these changes. Our team stays on top of industry shifts so your campaigns don’t miss a beat. If you have questions about adjusting your advertising strategy or want an expert audit, contact MGG Digital Consulting for a friendly consultation. We can help you build a resilient digital advertising strategy that continues to drive leads, no matter how the ad tech landscape changes.