And heavy blow to Google. The expected case has been concluded. Google was found guilty.

📌 What Happened?

The U.S. Department of Justice, GoogleHe won a critical victory in an antitrust lawsuit that he brought on the grounds that he abused market power in advertising technologies. U.S. District Judge Leonie BrinkemaGoogle's open web display advertising in the field of publisher ad server and ad exchange markets that it takes systematic and anticompetitive steps towards monopolization ruled. The Court of Justice, Google DoubleClick It said it supports its own advertising technologies with strategic acquisitions, such as excluding independent competitors. The ruling is seen as the most critical phase of the lawsuit, which began in 2023, and provides legal ground for the Justice Department's efforts to limit Google's dominance in the digital advertising market. The Ministry of Google Parse the ad power it provides through the Chrome browser and Apple to end its exclusive agreements with companies such as Mozilla demanding. On the other hand, it was ruled that Google's advertiser tools and some of its purchases did not violate antitrust rules. Google announces that it will appeal the decision, while the company's Vice President Lee-Anne Mulhollandstated that only half of the case was decided against, and the appeal process would begin. Judge Brinkema also criticized Google's internal chat system, which allows employees to delete their messages, noting that this practice complicates the judicial process. The decision was widely echoed in the industry following the decision. Big tech giants are expected to be subject to tighter antitrust scrutiny, and similar investigations are expected to focus on companies such as Meta, Amazon and Apple.

📉 Products That May Be Affected

🟢 Positive:
• Independent advertising technology companies
• Open web publishers
• Competing digital advertising platforms (The Trade Desk, Magnite)
• Local advertising service providers

🔴 Negative:
• Google shares
• Alphabet advertising revenue items
• Small platforms that work with an advertising-based business model
• Partners integrated into Google's publisher networks

🧠 Expert Review

This ruling against Google not only limits the company's dominance of advertising technologies, but also signals an important signal that regulations will be tightened globally. This decision, which is expected to create pressure on Google shares in the short term, could create a more dynamic and transparent advertising ecosystem with increased competition in the long term. But the high cash reserves of giants like Google and the power in appeals processes could cause the transformation to spread over time. The expansion of the competitive landscape can open new doors for companies offering small and medium-sized advertising solutions. Regulators in Europe and Asia are likely to take similar steps. Therefore, investors now need to evaluate the technology sector from the perspective of not only innovation, but also regulation.

✅ Take Action

Focusing on new players in advertising and publishing following this critical decision for Google could be strategic for a diversified technology portfolio.
Explore relevant analytics
Examine investment opportunities

🛑 Disclaimer

This content is not investment advice. You should make your decisions based on your own research and professional advisors.

investment desk, analysis, stock, stock exchange, balance sheet, crypto, US markets, BIST 100, technology stocks, Trump, Google antitrust lawsuit, ad technology, Google ad monopoly, publisher ad server, Chrome regulation, DoubleClick ruling, US Department of Justice, Alphabet financials, advertising industry, open web advertising, digital ad market, antitrust fines, Google appeal process, Meta case, Amazon review, regulation increase, big tech lawsuits, DOJ vs Google, monopoly investigation, Competition Law USA, search engine market share, digital monopoly, tech companies review, Google ad deals, Chrome desegregation, The Trade Desk competition, ad industry transformation, digital advertising lawsuit, Google antitrust win, ad tech monopoly, DOJ Google case, publisher ad server, open web ads, digital regulation, tech monopoly fight, online ads antitrust, Google Chrome divest, Apple Google deal, DOJ ruling, advertising dominance, DOJ lawsuit, search engine monopoly, Google tech crackdown