Google to face US Antitrust Trial over digital ads in September

A significant development emerged today in the ongoing antitrust case against Google. According to Reuters, a U.S. federal judge set a September 9, 2024 trial date for the lawsuit accusing the tech giant of illegally manipulating the digital advertising market.

The lawsuit, filed by the U.S. Department of Justice and a coalition of states in January 2023, alleges Google monopolizes the market for digital advertising technologies, stifling competition and harming both businesses and consumers.

The government seeks to force Google to divest its "ad manager suite", a powerful set of tools used by websites and publishers to sell ads.

The company staunchly denies all accusations, arguing that any forced removal of its ad manager suite would "slow innovation, raise advertising fees, and make it harder for thousands of small businesses and publishers to grow."

While the government initially pushed for a July trial, Judge Leonie Brinkema ultimately opted for September to avoid logistical challenges associated with a summer trial.

This trial represents a major challenge for Google's dominance in the digital advertising space. A government victory could significantly reshape the online advertising landscape.

Both sides are expected to fiercely defend their positions, drawing close scrutiny to Google's practices and potential implications for the industry.