US Court Orders Google to Change Its Ad Tech Practices

Business Preserved, But Under Supervision

In early September 2026, the same court allowed Google to keep its advertising business intact. Before the ruling was issued, the business had been under threat of forced divestiture or even sale. That was the scenario the plaintiffs had sought, but the court limited itself to behavioral remedies: changes to practices and the appointment of a compliance monitor.

The proceedings against Google had dragged on since 2020. The original lawsuit concerned the company's dominance in internet search. In 2023, a separate lawsuit followed against Google's ad tech business — and it was on this case that the court ruled the monopoly illegal in April 2025.

The Stakes for Alphabet

For Google's parent company, the stakes could not be higher. In 2025, advertising generated about 73% of Alphabet's revenue. The company's market capitalization exceeds $4.1 trillion. Any changes to how ad auctions operate affect the main source of income of one of the world's largest companies.

The court's ruling effectively closes the question of a structural breakup of the advertising business — a scenario investors had feared for years. However, the appointment of a monitor and the mandatory changes to practices mean permanent external oversight of Alphabet's key business line.

For advertisers and agencies, the decision preserves the status quo: Google's advertising tools remain bundled together, but operate under judicial supervision. Restoring competition to the ad tech market, as the court hopes, will take time — and, likely, new court rulings concerning other players.