The long-running U.S. antitrust trial against Google’s advertising technology business concluded in late 2025. The Department of Justice and fifteen states argued that Google illegally dominated multiple layers of the digital ad supply chain. The court agreed with the government’s key claims. This ruling sets the stage for one of the largest potential breakups of a tech business in modern history.
What the Court Found
The court determined that Google used its control over tools like Google Ad Manager and the AdX exchange to favor its own marketplace. Evidence presented during trial showed that Google captured more than 90 percent of the publisher ad-server market and maintained tight control over the auction environment.
The DOJ said this limited competition and raised prices for advertisers. It also reduced revenue for publishers.
The government now seeks structural remedies. These include forcing Google to divest parts of its ad-tech stack. A final decision on remedies is expected in 2026.
Impact on Digital Advertising and Publishers
Publishers could see major changes if Google is required to spin off its ad exchange or ad server. Industry analysts say this could open new competition. It may also create short-term instability.
Ad buyers and publishers will face new workflows. Some may benefit from higher transparency. Others may struggle during the transition.
Analysts predict that CPM rates could fluctuate during the adjustment period. Some studies estimate short-term volatility of 10 to 18 percent in similar market readjustments.
Why This Matters for Content Creators and SEO Teams
Search traffic patterns are already changing because of AI-powered summaries. Now advertising systems may shift too. Publishers who depend on ad revenue need to prepare for unstable demand and competition.
One strategy gaining momentum is strengthening visibility across both Google Search and AI platforms. That means rewriting older content, improving structure, and refreshing metadata to increase ranking potential.
Many publishers now use tools to improve ChatGPT ranking by rewriting outdated contents. This helps content stay competitive as LLMs and search engines favor clear, updated, and well-structured material.
What Publishers Should Do Now
- Rewrite older articles that still drive traffic but show declining visibility.
- Update metadata and titles to match current search patterns.
- Strengthen internal linking and structured data to support clearer indexing.
- Audit revenue dependence. Model how ad-tech ecosystem changes could affect earnings.
- Increase content refresh frequency. Freshness signals help both Google and LLM platforms.
These actions help stabilize revenue and maintain visibility during this period of industry disruption.
Expert View from Anatolii Ulitovskyi, CEO at UNmiss
“The ad-tech ruling is historic. When regulators target a system that controls more than 90 percent of a critical market, publishers must prepare for turbulence. In our data we see that refreshed content can recover 20 to 35 percent of lost visibility in both Google results and AI surfaces. Rewriting old content and improving structure is the most reliable defense during major algorithm or industry shifts.”
