A US judge has decided against the Department of Justice’s push to compel Google to divest its advertising exchange platform, AdX, allowing the tech giant to maintain a crucial segment of its advertising technology portfolio. This decision is significant as it comes in the wake of a 2025 ruling that determined Google had unlawfully sustained monopolies within the markets for publisher ad servers and advertising exchanges.
Judge Leonie Brinkema’s ruling permits Google to retain control over AdX, although she did approve the majority of proposed restrictions on Google’s business practices. The Justice Department, along with several US states, had argued that due to Google’s historical behavior, the company should no longer have control over AdX. On the other hand, Google countered that a forced separation of the platform would pose technical challenges and potentially disrupt services for its customers.
This development marks another hurdle for US antitrust officials in their efforts to dismantle major technology companies. Previous attempts to enforce asset sales in cases involving other leading tech firms have similarly fallen short, underscoring the difficulties faced by authorities in implementing such measures.
While the ruling allows Google to retain its advertising exchange, it also imposes behavioral guidelines designed to mitigate competition concerns and address how the company interacts with publishers. These measures aim to ensure fair practices without necessitating a complete divestiture of assets.