DOJ Seeks to Break Up Google’s Ad Business

The US Department of Justice confirmed it’s pushing to dismantle Google’s advertising empire, alleging the tech giant’s dominance harms competition and publishers. Antitrust officials argue Google’s unified ad tech stack stifles alternatives, keeping ad prices high and draining revenue from web publishers. A trial is set for September, with the DOJ seeking structural remedies—meaning Google could be forced to spin off major parts of its ad unit. Google calls the action misguided, saying the industry remains dynamic and rife with ad options. However, the lawsuit resonates with a bipartisan push to rein in Big Tech. If Google’s ad businesses are severed, digital advertising might become more open, with new entrants able to compete. Observers note this could be the largest forced breakup since AT&T in the 1980s, potentially reshaping the online ad landscape.