Digital ads: Google to face US antitrust trial

A U.S. federal judge has scheduled the commencement of a jury trial against Google for September 9, 2024, in response to a lawsuit initiated by the U.S. Justice Department and a coalition of states that alleges Google’s abuse of its dominant position in digital advertising technology.

Filed in January 2023, the lawsuit contends that Google has monopolised the digital advertising market and impeded fair competition. The government advocates for compelling Google to divest its ad manager suite as a measure to address these concerns.

Google has denied the claims and said if the lawsuit succeeds, it would “slow innovation, raise advertising fees, and make it harder for thousands of small businesses and publishers to grow.”

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The Justice Department, along with Virginia and other states, had proposed a July date for the trial in Alexandria, Virginia. However, U.S. District Judge Leonie Brinkema cited logistical challenges in her order, stating that holding a trial during the summer would present significant logistical hurdles.

Representatives for Google and the Justice Department declined to comment on the trial date on Monday.

Google is concurrently embroiled in legal battles across multiple fronts. In March 2025, a trial in a U.S. federal court in Texas will address a lawsuit, led by Texas and other states, challenging its ad tech practices. Meanwhile, in Washington, D.C., a U.S. judge is anticipated to hear closing arguments in May for lawsuits filed by the U.S. Justice Department, Colorado, and other states regarding Google’s dominance in web search.