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Google fights DOJ push to break up ad tech business as antitrust trial opens

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Alphabet’s Google is back in court, facing a U.S. Department of Justice (DOJ) bid to force it to divest parts of its online advertising empire. The antitrust trial, which opened Monday in Alexandria, Virginia, could reshape the digital ad market if the government succeeds.

The DOJ and a coalition of states want Google to sell its ad exchange AdX, which charges publishers a 20% fee to auction ads in real time, and to make the auction’s decision-making mechanism open source. Prosecutors argue that only structural remedies like divestiture can address Google’s illegal monopolization, after U.S. District Judge Leonie Brinkema ruled earlier this year that Google unlawfully tied AdX to its publisher ad server.

“Leaving Google with the motive and the means to recreate that tie is simply too great a risk,” DOJ attorney Julia Tarver Wood said in opening statements.

Google’s lawyer Karen Dunn pushed back, calling the proposals “radical and reckless,” claiming they would harm competition by giving regulators “broad and unparalleled power” over a major tech platform. Instead, Google has offered policy changes that would make it easier for publishers to work with rivals — but the DOJ insists such tweaks are insufficient.

The trial follows a recent DOJ loss in a separate search monopoly case, where a Washington, D.C. judge refused to impose most of the government’s remedies. But prosecutors argue this case is different, since ad tech is the monopoly itself rather than just a distribution method.

Industry stakeholders are closely watching the outcome. Grant Whitmore of Advance Local, which runs local news outlets in eight states, testified that Google’s control of advertiser tools, publisher tools, and the AdX exchange “offers a lot of opportunities for Google to continue to put their thumb on the scale.” He said Google should also be forced to sell its publisher ad server.

Google has previously floated selling AdX to settle an EU investigation, according to Reuters, and internal documents from those talks may surface during this trial.

The case is part of a broader bipartisan effort to curb Big Tech power, with ongoing actions against Meta, Amazon, and Apple. The stakes are high: a forced breakup of Google’s ad tech stack would mark one of the most significant antitrust interventions in the digital economy’s history.

Trump’s AI plan backs antitrust scrutiny, DOJ official says

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U.S. antitrust authorities are closely watching the artificial intelligence industry for anticompetitive practices as part of the Trump administration’s broader push to secure American leadership in AI, a senior Justice Department official said on Thursday.

Speaking at Fordham University, Assistant Attorney General Gail Slater emphasized that protecting competition in the AI sector is key to fostering innovation. “The competitive dynamics of each layer of the AI stack and how they interrelate, with a particular eye towards exclusionary behavior that forecloses access to key inputs and distribution channels, are legitimate areas for antitrust inquiry,” she said.

One major focus will be access to data. Slater noted that a judge in Washington recently ordered Alphabet’s Google (GOOGL.O) to share some search data with rivals, including AI firms, to strengthen competition in online search. Google has said it will appeal the ruling.

Slater added that demand for data could fuel vertical integration—mergers between companies and their suppliers—especially in sensitive areas such as healthcare. “We may also increasingly see the desire to acquire data, or to deprive rivals of data, play a role in driving transactions,” she said.

Open-source AI models are another area of interest. Slater said such models can enhance competition, but stressed that “a truly open-source model must be one that is not unilaterally maintained by a single vendor that exerts unwarranted influence and impose restrictions.”

Concerns about AI competition were also voiced during President Joe Biden’s administration, which scrutinized Big Tech’s partnerships with AI startups. Trump’s AI plan, however, explicitly ties antitrust enforcement to the goal of strengthening U.S. dominance in the sector.

Nvidia Warns U.S. GAIN AI Act Could Harm Competition, Echoes AI Diffusion Rule

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Nvidia criticized the proposed GAIN AI Act on Friday, warning that it would restrict global competition and hurt the U.S. economy much like last year’s AI Diffusion Rule, which limited the export of high-performance chips.

The Guaranteeing Access and Innovation for National Artificial Intelligence Act, introduced as part of the National Defense Authorization Act, would require AI chipmakers to prioritize domestic orders before fulfilling foreign contracts. Exporters would also need licenses to ship chips above certain performance thresholds, specifically processors rated 4,800 or higher in total computing power.

In a statement, Nvidia argued the law addresses a non-existent issue:

“We never deprive American customers in order to serve the rest of the world. In trying to solve a problem that does not exist, the proposed bill would restrict competition worldwide in any industry that uses mainstream computing chips.”

The Act mirrors the AI Diffusion Rule enacted under President Joe Biden, which rationed computing capacity among allies while cutting off rivals like China. Both measures reflect Washington’s effort to secure U.S. access to advanced silicon and limit China’s AI capabilities, particularly amid concerns about its military applications.

The debate comes just weeks after President Donald Trump struck a deal with Nvidia allowing the company to resume certain AI chip exports to China in exchange for the U.S. government receiving a cut of sales—an unprecedented arrangement underscoring the geopolitical stakes around advanced semiconductors.

If enacted, the GAIN AI Act could reshape the global AI hardware supply chain, tightening U.S. control over who gets access to the most powerful chips.