US judge rejects bid to break up Google’s ad business

A US federal judge has ruled against the government's attempt to break up Google's digital advertising division, citing technical feasibility concerns. In a sealed court opinion, US District Judge Leonie Brinkema opted to impose regulations on Google's ad operations instead. This decision marks the second time in recent years that a judge has declined to dismantle a Google business, following a previous refusal to force the sale of the company's Chrome browser.

The case is part of the Department of Justice's effort to curb the dominance of major tech firms, including Apple, Amazon, and Meta.

Google argued that splitting its ad business would be technically infeasible, pointing to the interconnected nature of its digital advertising stack. The judge ruled that Google had engaged in monopolistic practices within the publisher ad server and ad exchange markets, tying the two products together. Google rejected the government's proposed remedies, such as selling AdX and open-sourcing critical auction technology, arguing that they would harm publishers, advertisers, and consumers.

The government had sought to compel the sale of AdX and promote open-sourcing, but the judge's decision provides no immediate details on how Google's ad operations will be regulated.