Ad Tech Briefing: Google, the 'Teflon monopolist,' braces for even more challenges
Briefly

Ad Tech Briefing: Google, the 'Teflon monopolist,' braces for even more challenges
"September 2025 may prove to be the biggest month in Google's history in terms of legal scrutiny, even if its defense team seems to have snatched victory from the jaws of defeat in its critical search antitrust case, although it's only at the halfway point. Google may have been ruled a monopolist twice in one year, but Judge Amit Mehta's remedies ruling this week has left many critics underwhelmed."
"The company avoided the most severe punishment floated during the trial - a forced divestiture of Chrome or Android - last week, with the court dismissing such measures as overreach. Instead, remedies were confined to narrower behavioral fixes: limits on exclusivity in distribution deals, mandated data and syndication access for rivals and new requirements to disclose material changes in its ad auctions."
September 2025 brought intense legal scrutiny for Google with major actions in both the United States and European Union. A U.S. remedies ruling rejected forced divestitures of Chrome or Android and instead imposed behavioral fixes, including limits on exclusivity in distribution deals, mandated data and syndication access for rivals, and requirements to disclose material changes in ad auctions. The Department of Justice framed the remedies as market-opening while Google maintained breakup remedies would exceed the case's scope. The European Commission fined Google €2.95 billion for abusing adtech dominance, finding self-preferencing through DFP, AdX, Google Ads and DV360.
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