Judge orders Google to share ad data with rivals

Google has dodged an effort to break up its ad business, but a judge said Wednesday that the company will need to adjust its business to benefit competitors. The order comes from U.S. District Judge Margo Brodie, who found that Google’s current practices give it an unfair advantage over rivals in the online advertising market.

The case began in 2022 when the U.S. Department of Justice and the Federal Trade Commission filed a lawsuit claiming that Google’s dominance in search and advertising creates a monopoly that harms consumers and competitors. They asked the court to force Google to split its advertising platform from its search engine. The court had previously ruled that Google’s data collection and use of its own ad inventory were unlawful, but it stopped short of ordering a breakup. Now, the judge says Google must make changes that level the playing field.

Under the new order, Google must share certain data with third‑party ad tech firms, allow competitors to access its ad inventory, and stop using its own advertising software to favor its own services. The judge also requires Google to give advertisers a clearer view of how their ads are served and to provide tools that let them switch between different ad exchanges. Google’s advertising arm generated about $26 billion in revenue last year and accounts for roughly 70% of the U.S. digital ad market. The company said it will comply with the order but will challenge the requirement to split its business.

Google can appeal the ruling, and the FTC and DOJ may file additional motions. The decision will affect how advertisers buy inventory and how small ad tech companies compete. If the changes are implemented, they could open the market to more competition and reduce Google’s control over digital ad pricing. The case remains a key test of how antitrust law applies to tech giants and could influence future regulatory actions worldwide.