Google Ad Tech Monopoly Under Fire: Publishers Sue for Lost Revenue and Market Control

Google ad tech empire faces a reckoning as publishers and the DOJ demand justice for a monopolistic stranglehold on the digital ad market.

Vox Media, The Atlantic, and Penske Media have sued Google for antitrust violations, alleging its ad tech monopoly stifles competition and depresses publisher ad revenue.

The lawsuit claims Google bundling of ad servers and exchanges has created an unfair advantage, limiting publishers ability to negotiate better terms.

Vox Media noted:

"Absent Google’s conduct, Vox Media would be able to make available even more, higher quality impressions for purchase on Vox Media’s webpages and create more high-quality, premium journalism,"

U.S. District Judge Leonie Brinkema ruled in 2025 that the DOJ proved Google illegally monopolized publisher ad servers and ad exchanges, but not advertiser-side tools. The second phase of the DOJ trial will determine remedies, potentially including structural changes to Google’s ad tech division.

Google calls the lawsuits meritless, arguing its tools are "effective, affordable and easy to use" despite publishers claims of lack of negotiation power.

The company defense hinges on the assertion that its ad tech ecosystem provides value to publishers through streamlined inventory pricing and market access.