Google adtech monopoly decision prioritizes speed to bolster competition
By Khushita Vasant ( September 4, 2026, 15:29 GMT | Comment) -- Google escaped a corporate split of its online advertising business this week but couldn't avert court-imposed behavioral remedies that will likely inject competition into the adtech markets faster than any attempt to break up the tech giant. Even though US District Judge Leonie Brinkema rejected the break-up proposed by the Department of Justice and 17 US states, some stakeholders hurt by Google's conduct are less than dismayed. That is because unravelling and divesting Google's adtech business units would have taken years, including an inevitably drawn-out process in appellate courts where Google would have fought hard.Google escaped a corporate split of its online advertising business this week but couldn't avert court-imposed behavioral remedies that will likely inject competition into the adtech markets faster than any attempt to break up the tech giant....
Prepare for tomorrow’s regulatory change, today
MLex identifies risk to business wherever it emerges, with specialist reporters across the globe providing exclusive news and deep-dive analysis on the proposals, probes, enforcement actions and rulings that matter to your organization and clients, now and in the longer term.
Know what others in the room don’t, with features including:
- Daily newsletters for Antitrust, M&A, Trade, Data Privacy & Security, Technology, AI and more
- Custom alerts on specific filters including geographies, industries, topics and companies to suit your practice needs
- Predictive analysis from expert journalists across North America, the UK and Europe, Latin America and Asia-Pacific
- Curated case files bringing together news, analysis and source documents in a single timeline
Experience MLex today with a 14-day free trial.