In April 2025, a US federal court found Google LLC (Google) guilty of illegally misusing its dominant position and maintaining monopolies in advertising technology (AdTech) markets. In its defense, the company argued that ad publishers chose Google not due to a lack of options but because its AdTech solutions were simple, affordable, and effective. While remedies for restoring competition were yet to be determined by the court, Google’s plan for business expansion in the online ecosystem could be severely affected if structural remedies were ordered. How did Google’s expansion strategies lead to antitrust scrutiny? Given potential court-ordered remedies, what strategic realignment did Google need to implement to avoid antitrust actions in the future while continuing to benefit from market expansion?
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