In a landmark ruling, a federal judge concluded that Google unlawfully maintained a monopoly over certain parts of its ad tech business — a decision that could force the tech company to divest one of its most profitable business units and disrupt the infrastructure underpinning much of the online advertising industry.
Following a three-week trial, the court found that Google violated antitrust laws by preserving monopolistic power in two key areas: ad server systems for publishers and advertising exchanges. Ad server systems enable publishers to manage their ad space, while advertising exchanges facilitate the sale of that space through supply-side platforms – in this case, specifically through Google’s AdX product. The judge also determined that Google unlawfully tied its ad server, formerly known as DoubleClick for Publishers (DFP), to AdX, which is likewise in violation of antitrust regulations.
“In addition to preventing competitors from competing on equal terms, this exclusionary conduct significantly harmed Google’s publisher clients, the competitive process itself, and ultimately the users of information on the open web,” wrote Judge Brinkema.
US Digital Ad Spend Climbed to $259 Billion in 2024
Mark this one as a point of comparison a year from now: In 2024, U.S. digital ad spend increased 15% compared to 2023 to $259 billion. Retail media and social media were the mega winners, rising 23% to $53.7 billion, and 36.7% to $88.7 billion, respectively.
Of course, 2025 feels like a much different year, as almost half of 100 advertisers surveyed by the IAB said they plan to cut ad spend.
Advertisers poured a recording-breaking amount of money into U.S. digital media last year.
In total, brands spent $258.6 billion on online ads in 2024, up 15% compared to 2023, according to a new report from industry trade group the Interactive Advertising Bureau (IAB) and professional services firm PwC.
The Summer Olympics and presidential election helped fuel the growth.
It terms of format, video saw the biggest gains. Advertisers dedicated $62.1 billion to the segment, increasing its share of total U.S. digital ad spend from 23.2% in 2023 to 24% in 2024.
Retail media also did well, rising 23% to $53.7 billion. The jump highlights “the growing prominence of this form as brands prioritize first-party data strategies and commerce-driven advertising in response to evolving privacy regulations,” reads a line from the report.
Ad spend on social media, meanwhile, climbed 36.7% to $88.7 billion.
Advertisers Are Turning Away from Serious News
According to data from the WARC Global Advertising Trends report, the global advertising industry is increasingly neglecting serious journalistic content, posing a significant challenge for traditional media. Estimates suggest that global advertising investments in these media will drop to €30 billion, representing a 33% decline compared to 2019. Spending is expected to remain at similar levels until 2026.
Advertisers are increasingly opting for digital platforms such as Google and Meta, which allow for targeted audiences and scalable advertising. As a result, only 51% of advertising budgets now go toward professionally created content, down from 72% in 2019.
Although serious news still attracts audience attention, advertisers often avoid it due to concerns about brand reputation, pushing user-generated content into the spotlight. Forecasts indicate that as early as next year, user-generated content could surpass professional media in terms of advertising investment share. Platforms like TikTok and podcasts, along with the rise of artificial intelligence (AI), are fueling the growth of so-called “creator-journalists” who operate within digital platforms. They offer direct audience engagement, lower production costs, and better alignment with platform algorithms.
