{"id":7058406,"date":"2026-09-06T12:45:42","date_gmt":"2026-09-06T12:45:42","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/google-had-its-day-in-court-now-its-amazons-turn\/"},"modified":"2026-09-06T12:45:42","modified_gmt":"2026-09-06T12:45:42","slug":"google-had-its-day-in-court-now-its-amazons-turn","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7058406","title":{"rendered":"Google Had Its Day In Court. Now, It\u2019s Amazon\u2019s Turn"},"content":{"rendered":"


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It\u2019s never a slow week in the land of ad tech, including in the courthouse.<\/span><\/p>\n

Earlier this week, federal judge Leonie Brinkema ruled that Google <\/span>will not have to break up<\/span><\/a> its advertising business. That\u2019s after she <\/span>ruled in April<\/span><\/a> that the company operates a monopoly in the supply-side platform and ad server markets.\u00a0<\/span><\/p>\n

Meanwhile, Amazon <\/span>faces a lawsuit<\/span><\/a> from the Federal Trade Commission (FTC) alleging that it made advertisers pay more than was necessary for Sponsored Product ads on its flagship ecommerce site.<\/span><\/p>\n

As for Google, this isn\u2019t its first rodeo with avoiding structural remedies. Google was found guilty of running an online search monopoly two years ago, but was allowed to keep ownership of its Chrome browser, despite the Department of Justice requesting that Google be forced to sell it.<\/span><\/p>\n

\u201cThis is the second time that the federal government has found Google guilty of operating a monopoly but declined to take meaningful action to break up that monopoly,\u201d said Anthony Vargas, AdExchanger\u2019s managing editor, on this week\u2019s episode of The Big Story.\u00a0<\/span><\/p>\n

Still, the fallout from Google\u2019s ad tech antitrust trial isn\u2019t completely over just yet. Google will have to implement behavioral remedies meant to address the anticompetitive nature of its ad business. But those remedies are still to be determined.<\/span><\/p>\n

On the other side of the courthouse, Amazon is fighting a legal battle of its own.<\/span><\/p>\n