Recently, Google has faced significant legal challenges, losing two major antitrust cases to the Department of Justice (DOJ). One case pertains to the company’s dominance in the search engine market, while the other focuses on its advertising operations. Currently, Google is undergoing a remedies trial related to its search business, and updates have emerged about the upcoming trial concerning its advertising practices. The remedies trial for Google’s advertising antitrust case is scheduled to begin on September 22, as confirmed by a judge during a civil hearing.

This announcement follows Google’s court defeat announced on May 2, which highlighted the company’s liability for “willfully acquiring and maintaining monopoly power.” The judge determined that Google maintains illegal monopolies in online advertising markets. US District Judge Leonie Brinkema indicated that Google has integrated its publisher ad server and ad exchange through contractual policies and technological means, which has allowed the company to protect and enhance its monopoly in these sectors. As part of the DOJ’s efforts in the advertising case, the government is advocating for substantial changes to dismantle Google’s ad monopoly.

Similar to the remedies sought in the search case, including the possible sale of Chrome, it is expected that the DOJ will propose rigorous demands related to Google’s advertising practices as well. Although the specific demands have yet to be detailed, it is clear that Google will need to implement serious reforms. After the remedies trial concludes, Google is expected to appeal the ruling, as will be the case with its loss in the search monopoly lawsuit. Both legal battles are anticipated to extend for a significant period, particularly following Google’s recent setbacks.