As Google’s ad tech case nears its end, the antitrust fight moves to AI

As the conclusion of Google's ongoing antitrust case in the realm of ad technology draws near, the broader antitrust battle is shifting its focus towards artificial intelligence. Google has faced repeated setbacks, being deemed a monopoly in both its search engine and ad technology practices over the past year. While the final ruling on the latter aspect remains pending, industry observers believe Google narrowly escaped the most severe consequences.

This is largely due to the court's decision to impose behavioral remedies instead of mandating a divestiture of Google's dominant web browser, Chrome, along with its leading ad exchange and ad server. Negotiations are currently underway for the final behavioral remedies, which are anticipated to be resolved in the coming days. However, many industry experts are expressing dissatisfaction with the outcome of these proceedings.