The court ruled that Google does not need to sell its AdX advertising marketplace, and that it will need to adjust its business practices to ensure that competitors also benefit.

In an antitrust lawsuit concerning Google's advertising technology, Google was pressured to sell its advertising trading marketplace, Google Ad Exchange (AdX). However, the court ruled that 'Google is not required to sell AdX.'

Google Avoids Breakup as Judge Orders Ad Tech Unit Changes - Bloomberg
https://www.bloomberg.com/news/articles/2026-09-02/google-avoids-ad-exchange-sale-as-judge-orders-tech-integration

Google spared from ad-business breakup, but judge orders changes to how it operates | TechCrunch
https://techcrunch.com/2026/09/02/google-spared-from-ad-business-breakup-but-judge-orders-changes-to-how-it-operates/

The U.S. Department of Justice has filed two antitrust lawsuits to break up Google's advertising business, which holds a dominant share of the internet advertising market.

One case, filed in October 2020, involved the Department of Justice alleging that Google violated antitrust laws by illegally maintaining a monopoly in the search and search advertising markets through anti-competitive and exclusive practices.

Google sued by the Department of Justice for 'antitrust violations' - GIGAZINE

by Thomas Hawk

Another lawsuit, filed in January 2023, focuses on Google's advertising technology and alleges antitrust violations, claiming that 'Google has engaged in anticompetitive, exclusive, and illegal practices to eliminate or significantly weaken threats that threaten its dominance in digital advertising technology.'

Google sued for antitrust violations in the advertising market; Google counters that 'a huge competitive market is being ignored' - GIGAZINE

In these lawsuits, the courts have generally ruled in favor of the Department of Justice, leading the Justice Department to demand that Google break up its main advertising-related businesses. Specifically, they have demanded the sale of AdX, Google's advertising trading marketplace, and Google Ad Manager (DoubleClick for Publishers: DFP), its ad delivery platform for publishers.

The Department of Justice has stated that Google should sell its advertising businesses, AdX and DFP, but Google is strongly protesting, calling it impossible - GIGAZINE

On Wednesday, September 2, 2026, Judge Lenny M. Brinkema of the U.S. District Court for the Eastern District of Virginia, who presided over a lawsuit alleging that Google's advertising technology violated antitrust laws, ruled that Google could continue its advertising business.

Judge Brinkema ruled that Google should adjust its business practices to be profitable for competitors rather than selling the business. This allowed Google to avoid a forced sale of AdX. However, the ruling did not include specific details on how Google should adjust its business practices, and the full text of the ruling will remain private for 14 days while the parties involved make any necessary revisions.

Lee Anne Mulholland, Google's vice president of regulatory affairs, told technology media outlet TechCrunch, 'I am very pleased that the court has rejected the Department of Justice's proposal to break up tools that help small businesses acquire new customers and grow.'