Google has hit back at the U.S. Department of Justice (DOJ) over its proposed remedies in the landmark antitrust case targeting the company’s advertising technology operations. The tech giant warned that the government’s demands go far beyond the court’s liability ruling and could ultimately hurt publishers, advertisers, and small businesses that rely on its platforms.
The remedies phase of the trial begins Monday, marking the next chapter in a case that has gripped the digital advertising industry. At the heart of the dispute is Google Ad Manager, a tool that facilitates the buying and selling of ads across websites, apps, connected TVs, and streaming video platforms. The DOJ is pressing for a breakup of the unit, arguing that Google’s control over key parts of the ad tech supply chain has harmed competition.
Google, however, insists that a forced divestiture is both unnecessary and harmful. In a blog post published ahead of the trial, the company said the DOJ’s plan disregards the court’s earlier conclusion that Google’s past acquisitions had not damaged competition. Splitting off Ad Manager, it warned, could make it more expensive for advertisers to reach audiences and more difficult for publishers to earn revenue—posing particular challenges for smaller businesses in an already crowded market.
While Google is appealing the liability ruling, it must still contend with the remedies process. In its defence, the company argues that the DOJ misinterprets the dynamics of today’s digital advertising sector, which has grown more competitive with the rise of new technologies and market entrants.
As a countermeasure, Google has put forward its own proposal: boosting Ad Manager’s interoperability. Under this plan, publishers would be able to integrate third-party tools to gain real-time access to advertiser bids—an option Google says addresses the court’s concerns without dismantling an established system. The company pointed out that such measures echo suggestions made by the DOJ’s own witnesses during the liability phase.
“Getting the remedies right is crucial,” Google stressed, warning that poorly designed solutions could stifle innovation, disrupt businesses, and ripple across the broader economy. The company added that it is eager to make its case in court, underscoring its belief that enforcement should target specific competition issues rather than overhaul functioning industry infrastructure.
