Google Calls Google Ad Manager Breaking 'Unworkable' And Triggers Chaos

JAKARTA - The antitrust case that ensnared Google's digital advertising business (AdTech) is now nearing its end, even though the tech giant has prepared an appeal against any ruling to be handed down.

Earlier this year, the court ruled that Google had two illegal monopolys in the AdTech sector. Now, US District Judge Leonie Brinkema will determine what improvement steps Google must take.

One of the biggest possibilities is that Google should sell part of its digital advertising business as a form of recovery over alleged monopoly practices, not new to the company.

At the beginning of the year, the US Department of Justice (DOJ) accused Google of utilizing its dominance in controlling the advertising market and encouraging the operational breakdown of the Ad Manager. The verdict on the case was handed down in April 2025, although Google said it was ready to file an appeal.

Ahead of the final decision, Google seems to be working hard to reject the business separation option. In an official post on the company's blog, Lee-Anne Mulholland, Vice President of Google Regulatory Affairs, published a number of important points from trial testimony.

Mulholland said that the DOJ's proposal to break up Google Ad Manager was 'unworkable' and would actually create a 'big uncertainty and interference for advertisers and publishers.'

Google did not say the move was completely impossible, but the unworkable term showed that the process was considered nearly impossible to implement without the risk of a major failure. A number of experts who testified also agreed that Ad Manager separation would require very massive technical effort.

One of them, Jason Nieh, professor of experts who witnessed Google, called the move a 'very complicated' process with no guarantee of success.

Judge Brinkema previously stated that he wanted a quick solution to address the impact of Google's monopoly. But until now, it is not clear whether he will choose a more technically realistic business breaking path or alternative solution.

Google, meanwhile, continues to seek to reassure the court that Ad Manager's breakdown is not only ineffective, but can also disrupt the digital advertising ecosystem at large.