Google’s antitrust trial over online advertising begins today

U.S. District Judge Leonie Brinkema will preside over the opening arguments in the Justice Department’s antitrust lawsuit against Google, alleging the tech giant has a monopoly on the ad-tech market. This is the second time in less than a year that Google is facing off with federal prosecutors in a courtroom, placing unprecedented U.S. legal pressure on the search giant.

Google’s ad tools at the center of the dispute

The Virginia lawsuit focuses on Google’s dominance in the ad-tech industry, where it facilitates a significant portion of the digital ad transactions that support online publishers. Google provides a platform for publishers to manage their ad space, tools for advertisers, and a marketplace where buyers and sellers can transact.

The Justice Department alleges that Google has employed anti-competitive practices to stifle competition and maintain its market power. The government is seeking to divest Google of its Ad Manager product, a lucrative business that generated $368 million in operating profit in 2020. Google shares a portion of its ad revenue with web publishers.

A loss in Virginia could significantly impact Google’s revenue, especially as the company invests heavily in artificial intelligence to compete with Microsoft and numerous startups developing advanced computer systems.

The cases could also lead to changes in how Google reaches consumers and how advertisers promote their businesses online.

The trial is anticipated to last four weeks.