In 2025, ad tech faces uncertainty due to delays in Google's antitrust ruling, which is causing speculation and decision-making challenges in the industry. The ongoing discussions are distinct from Google's prior search case, as there's concern about possible forced divestiture of Chrome by the Justice Department. The anticipation for a ruling from Judge Brinkema has built, particularly with suspicions of backroom dealings involving Google’s CEO and influential figures. Many expect an extensive appeals process if Google faces another ruling, complicating the current advertising landscape for marketers considering their strategies.
The DOJ wants Google to divest its sell-side tools, but more than half of Digiday readers feel this is inadequate.
As many in ad tech have observed, pulling apart the sinews of Google would not be an easy feat.
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