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Google avoids ad-tech breakup but must adjust practices

A US judge ruled Google can keep its advertising business but must change practices to benefit competitors, following a 2023 antitrust case.

  • Judge Leonie M. Brinkema ruled Google will not be forced to sell its ad-tech business.
  • Google must adjust business practices to favour competitors, though specifics were not provided.
  • The full ruling remains sealed for 14 days for redactions.

A US federal judge has ruled that Google will not be broken up over its advertising technology business, but the company must change how it operates to help competitors.

Judge Leonie M. Brinkema of the Eastern District of Virginia said on Wednesday that Google can keep its ad business, rejecting the Justice Department's push for a sale. Instead, the judge ordered adjustments to business practices, though The New York Times reports the ruling did not give specifics.

The decision follows an earlier finding in April last year that Google had acted illegally in maintaining its ad-tech dominance. The full written ruling will stay under seal for 14 days to allow for redactions.

Google welcomed the outcome. Lee-Anne Mulholland, vice president for regulatory affairs, said: "We're very pleased the Court rejected the DOJ's proposal to break apart tools that help small businesses reach new customers and grow."

Why this matters: The ruling resolves a major antitrust challenge to Google's ad business, avoiding a forced breakup but requiring operational changes that could affect the digital advertising market.

What this means for you: Advertisers and small businesses using Google's ad tools may see changes in how the company operates, potentially affecting competition and pricing.

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