In what could be the biggest upset ruling for the digital advertising industry, a U.S. judge has found that Google has illegally monopolized online ad technology. Marking a huge blow to the tech giant, the judge handed down the ruling on April 17, 2025, with Google having long been under observation for its tight grip on that industry. Meanwhile, another major player in the ad-tech ecosystem, Meta, is feeling the heat with scrutiny discussed in a recent episode of The Vergecast. The two stories show that concerns are beginning to arise regarding Big Tech’s use of power in the lucrative arenas of online advertising.
A Huge Blow To Google’s Ad Monopoly
As noted by Reuters, the court determined that Google’s command over the vital components of the digital advertising stack displays an illegal monopoly, which includes the apparatuses for publishers and advertisers and agencies to purchase and sell ads across websites and apps. The judge took note of the fact that Google leverages its vast resources and huge market share to diminish competition by erecting barriers that cannot be crossed by smaller players. The case was brought by the Department of Justice (DOJ) together with many state attorneys general who asserted that Google’s actions harm businesses as well as consumers. Google purportedly secures its monopoly muscle by occupying almost all levels of the ad-tech supply chain. By interfering with prices and cutting transparency, Google is alleged to inflate the cost of advertising for marketers while reducing the means of revenue for publishers. For years, anti-competitive behavior has been hounded at Google, such as promoting its products within its ecosystem or buying rival companies on their potential to pose threats. In this instance, the court sided with the aforementioned assessment in that Google’s behavior “substantially lessens competition” and thus are acts against antitrust law. While the implications of this ruling are not clear yet, they will offer a great chance for remedies such as forced divestiture of some of the assets or tighter controls on how Google may operate within this ad-tech frame.
Meta Joins the Spotlight
On one hand, with this crushing legal defeat, one heavyweight of the ad-tech world finds itself similarly scrutinized: Meta. The latest episode of The Vergecast had the hosts reviewing how Meta has been more deeply involved in antitrust debates that swim against digital advertising. Like Google, Meta has a firm hold over considerable territory in the online ad market, most particularly through Facebook and Instagram, where targeted advertising generates billions in revenue year after year.
Though Meta has not yet suffered the avalanche of a courtroom loss anathema to Google, regulators are initially peering into whether it employs monopoly-like practices. For instance, critics say that Meta utilizes data collected from social media platforms to form hyper-targeted ad campaigns that competitors truly cannot compete with. There are also allegations that it is not so much interested in promoting interoperability with other services as in forcing its users into its walled garden.
Discussions on The Vergecast indicated that Google and Meta lawsuits were part of the wider effort to rein in Big Tech. On both state and advocacy levels, there has been a push for reform that promotes competition and protects smaller players of the game in the digital economy. At least one host made it clear: “This isn’t just about punishing bad actors, it’s about ensuring that innovation doesn’t get crushed under the weight of unchecked corporate power.”
What Comes Next?
Both Google and Meta now find themselves at a crossroads. For Google, the immediate challenge will be addressing the court’s findings without unraveling the intricate web of technologies that make up its ad empire. Analysts speculate that the company may need to spin off parts of its ad-tech division or face increased oversight from regulators moving forward.
Ultimately, these developments underscore the shifting tides in the battle against monopolistic behavior in the tech sector. Consumers stand to benefit if the rulings lead to lower ad prices, better privacy protections, and a more level playing field for startups and independent creators. However, the road ahead promises to be contentious, as entrenched giants like Google and Meta fight to maintain their grip on the digital economy.
One thing is certain: the era of unchecked dominance in online advertising is coming to an end, or at least facing its toughest test yet.
