Google’s ad tech empire rests on how well it can make these key arguments

In a vice-like antitrust bind, Google and the U.S. Justice Department are preparing to present closing arguments in the ad tech antitrust case today (Nov. 25), rounding off one of the most arduous months in industry history. The trial, which began in September, is being heard in U.S. federal court presided by Judge Leonie Brinkema.

Firstly, let’s recap developments in last week’s antitrust search case. Following a federal ruling declaring Google’s search operations a monopoly, the Justice Department has proposed measures (see below) to curb its dominance and promote competition.

• Divest the Chrome browser 
• Place behavioral restrictions on the Android operating system 
• Establish a measure to share Google’s search data with competitors 
• Prohibit agreements to make Google a default search provider
• Enforce limits on its AI development developments

It’s perhaps also worth noting that Google’s search trial lawyers have said the company doesn’t make money off Chrome because it isn’t licensed, but it also in ways supports rivals like Mozilla’s Firefox.

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