Google Found Guilty of Ad Tech Monopoly: What It Means for Your Digital Advertising Strategy

In a landmark legal decision, Google has officially been found guilty of monopolizing the digital advertising industry — a verdict that could completely reshape how businesses like yours buy and manage online ads. No specific sentences or punishments have been put in place yet, and appeals are being made by Google. So at this point there is still a lot of room for changes to happen. However, we wanted to gather the collective thoughts of the digital marketing space on where it stands today. As a digital marketing agency, the last 12 months in the Google Ads world have been a rollercoaster. The cost to get someone to click on an ad has skyrocketed, fraud is more rampant than ever, and competition—especially in the insurance space—is at an all-time high. A lot of this has been driven by Google's dominance in the market, and it feels like they’ve been raising prices while they still can. But the big question now is: what does the 12 months look like?

What Was the Ruling About?

Issued in April 2025, following years of investigation and legal battles brought by the U.S. Department of Justice and 17 states.

Google Ads has legally been declared a Monopoly.

The court ruled that Google has:

• Illegally dominated the publisher ad-server market (with a 91% share)

• Tied its sell-side tools to its own exchange, limiting choice for publishers and competition for advertisers

• Acted as buyer, seller, and auctioneer — creating a conflict of interest that stifled fair market pricing

In simple terms, Google built a walled garden that controlled nearly every aspect of digital ad buying and selling. Now, regulators are stepping in to break that down. If you felt like your cost per clicks have been continuously rising with no real answer as to why, this could be your answer. 

 What This Means for Advertisers

1. Restructuring Google's Ad Business

One of the most immediate consequences could be the forced separation of Google’s core advertising products:

• Google Ads (buy-side)

• Google Ad Manager (sell-side)

• Google Display Network (distribution)
  

By April 2026, advertisers may no longer operate within a single Google ecosystem, but instead work with distinct entities for ad buying, placement, and delivery. This fragmentation could lead to more competition — and better pricing.

2. A More Competitive Marketplace

For years, Google’s control over ad tech allowed it to charge high fees (often taking a 20% cut, while competitors charged closer to 10%). With increased scrutiny, more platforms are stepping in:

• Amazon Ads and retail media networks are rapidly gaining share

• Meta, LinkedIn, TikTok, and connected TV platforms are growing alternatives

• Independent DSPs  (Demand-Side Platform) and SSPs (Supply-Side Platform) are building momentum

Expect Google’s market share to drop by as much as 10–15% over the next year.

3. Transparency & Accountability Take Center Stage

The monopoly case highlighted how opaque Google’s ad stack had become. Now,

transparency is the name of the game:

• New regulations may force ad platforms to disclose fees and bidding practices

• Advertisers will demand more visibility into how their budgets are spent

• Third-party audits, open-source tools, and advanced attribution models will become standard

For marketers, this is a chance to regain control and trust in their data.

4. More Scrutiny Across Big Tech

This ruling sets a precedent. Other tech giants like Amazon, Apple, and Meta may face similar legal challenges:

• Amazon for its dominance in e-commerce and retail media

• Apple for App Store ad rules and data policies

• Meta for its growing ambitions in VR/AR and social ad targeting

Hopefully, the “too big to regulate” era is over. A more level playing field is coming.

What Smart Marketers Are Doing Now

At Direct Clicks Inc., we try our best to not put the cart before the horse. All of this information sounds very exciting, but nothing is official yet and it could be months before we see results of any appeals. What we are doing is leaning into some of our biggest core values: Lead with Transparency - what we know, you will know. We Anticipate Problems - This news sounds really excellent as a marketer, but like everything in this space changes and problems are still going to arise. We are ready and prepared to tackle every issue on behalf of our clients.

Partners not Vendors - we are here to be a partner to our client and guide them with what is best for their business. We don’t just create ads for clients, we care about the impact they will have on your business. 

Looking Ahead: The Dawn of a New Digital Advertising Era

This isn’t just about penalizing Google — it’s about setting the stage for a better digital ecosystem. One where advertisers have more choices, more control, and clearer insights.

Over the next 12 months, we’ll likely see:

• A breakup (or significant retooling) of Google’s ad business

• A surge in innovation from competitors

• New transparency standards across all platforms

Brands that embrace these changes will be the ones that thrive.

Final Thoughts: Preparing for the Shift Ahead

This ruling is more than just a legal milestone—it’s a wake-up call for advertisers everywhere. While the dust hasn’t fully settled, and many details are still unfolding, one thing is certain: change is on the horizon. And for smart marketers, that change spells opportunity.

At Direct Clicks Inc., we aren’t waiting around to react — we’re proactively preparing for what’s next. We’re doubling down on transparency, monitoring our campaigns with precision, and staying agile in a landscape where adaptability is everything.

Whether it’s testing new platforms, tightening up fraud protections, or simply ensuring your campaigns are built to perform in a more competitive market — now is the time to refine your strategy, not retreat.

Big players may be shifting, but your growth doesn’t have to pause. Let’s build a smarter, fairer, more transparent future in digital advertising — together.

👊 Let’s get to work.