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Google and US government battle over the future of internet advertising

Business

Google and US government battle over the future of internet advertising
Business

Business

Google and US government battle over the future of internet advertising

2025-11-21 14:00 Last Updated At:14:10

Google will confront the U.S. government's latest attempt to topple its internet empire in federal court on Friday as a judge considers how to prevent the abusive tactics that culminated in parts of its digital ad network being branded as an illegal monopoly.

The courtroom showdown in Alexandria, Virginia, will pit lawyers from Google and the U.S. Department of Justice against each other in closing proceedings focused on the complex technology that distributes millions of digital ads across the internet each day.

After a lengthy trial last year, U.S. District Judge Leonie Brinkema ruled in April that pieces of Google's ad technology had been rigged in a way that made it an illegal monopoly. That set up another 11-day trial earlier this fall to help Brinkema determine how to remedy its anti-competitive practices.

Friday's closing arguments will give both Google and the Justice Department a final chance to sway Brinkema before she issues a ruling that probably won't come until early next year.

The Justice Department wants Brinkema to force Google to sell some of the ad technology that it has spent nearly 20 years assembling, contending a breakup is the only way to rein in a company that the agency's lawyers condemned as a “recidivist monopolist” in filings leading up to Friday's hearing.

The condemnation refers not only to Google's practices in digital advertising but also to the illegal monopoly that it unleashed through its dominant search engine. Federal prosecutors also sought a breakup in the search monopoly case, but the judge handling that issue rejected a proposal that would have required Google to sell its popular Chrome web browser.

Although Google is still being ordered to make reforms that it's resisting, the outcome in the search monopoly case has been widely seen as a proverbial slap on the wrist. The belief that Google got off easy in the search case is the main reason the market value of its parent company Alphabet surged by about $950 billion, or 37%, to nearly $3.5 trillion since U.S. District Judge Amit Mehta's decision came out in early September.

That setback hasn't discouraged the Justice Department from arguing for a breakup of an ad tech system that handles 55 million requests per second, according to estimates provided by Google in court filings.

The huge volume of digital ads priced and distributed through Google's technology is one of the main reasons that the company's lawyers contend it would be too risky to force a dismantling of the intricate system.

“This is technology that absolutely has to keep working for consumers,” Google argues in documents leading up to Friday's hearing. The company's lawyers blasted the Justice Department's proposal as a package of “legally unprecedented and unsupported divestitures.”

Besides arguing that its own proposed changes will bring more price transparency and foster more competition, Google is also citing market upheaval triggered by artificial intelligence as another reason for the judge to proceed cautiously with her decision.

In his decision in the search monopoly case, Mehta reasoned that AI was already posing more competition to Google.

But the Justice Department urged the judge to focus on the testimony from a litany of trial witnesses who outlined why Google shouldn't be trusted to change its devious behavior.

The witnesses “explained how Google can manipulate computer algorithms that are the engine of its monopolies in ways too difficult to detect,” the Justice Department argued in court papers.

FILE -This is the Google logo on a building in New York, Oct. 27, 2025. (AP Photo/Gene J. Puskar, File)

FILE -This is the Google logo on a building in New York, Oct. 27, 2025. (AP Photo/Gene J. Puskar, File)

Say goodbye to DRS, and hello to a battery power boost.

Sunday's Abu Dhabi Grand Prix marked the last time Formula 1 uses the Drag Reduction System overtaking aid, introduced in 2011. Next year, drivers will have to manage the car's systems more closely than ever with a more visible role for aerodynamic and electrical technology.

After a season-long title battle ended with Lando Norris' first title, here's what to expect in 2026:

The biggest regulation changes in years make cars shorter, narrower and lighter, with movable “active aerodynamics” — X-mode for straight-line speed, Z-mode for cornering — and more reliance on electric hybrid power.

The FIA's target was for electrical power to make up half of total output along with a traditional V6 turbo engine. Instead of DRS, drivers can deploy extra electrical power at key moments. That makes driving even more strategic but could lead to drivers lifting off the power and coasting on some straights to allow the electrical systems to harvest energy.

The FIA claims the rules emphasize driver skill but there have been mixed reviews from those who've tried 2026 designs in their teams' simulators.

Smaller, more agile cars could help overtaking but the fastest and slowest cars may be up to four seconds per lap apart on pace, tire supplier Pirelli has reported. In F1 terms, that's an eternity. Expect to see more engine failures as teams balance reliability with performance.

Could this be the year Lewis Hamilton finds his form again at Ferrari and chases an eighth title? Maybe not.

Even though he never got on with the 2022-25 cars, Hamilton told the BBC he was “not looking forward” to 2026 after the Las Vegas Grand Prix last month, yet another disappointment since he joined Ferrari.

Mercedes has designed some of F1's most dominant engines before, but its eye-catching “zero-pod” aerodynamic concept was a bust when the last regulation period began in 2022. Get both aspects right this time and George Russell could be a title contender after two wins in 2025.

Another team to watch is Aston Martin, which has its first car created with design great Adrian Newey in charge, and is hoping it can make two-time champion Fernando Alonso an F1 race winner for the first time in 13 years. Williams too could make a step forward after abandoning its 2025 projects early to focus on 2026.

The F1 grid expands to 22 cars for the first time since 2016 as Cadillac becomes the 11th team with backing from General Motors.

The newest team will have two of the most experienced drivers as Valtteri Bottas and Sergio Pérez return, with a combined 16 wins and 527 starts between them.

The American team has been taking lessons from NASA space programs and has a British boss who compares himself to an “inverse Ted Lasso” for the culture shock of working in U.S. auto racing.

British 18-year-old Arvid Lindblad will be the only rookie in 2026 at Racing Bulls. Eight of 10 existing teams have played it safe with the same driver lineup so the only other change is Isack Hadjar moving up to Red Bull to join Verstappen. Yuki Tsunoda drops into a reserve role.

The Madring is the one new circuit on the 2026 calendar. The Madrid street circuit takes over the Spanish Grand Prix title from Barcelona, which stays on the calendar as Spain gets a second race for the first time since 2012.

That means no space for Italy's second F1, the Emilia-Romagna Grand Prix at the Imola circuit, which has held five races since 2020.

After 2025's red-carpet season launch show in London, the start of the 2026 season will be low-key.

The new cars hit the track for the first time at a private test in Spain starting Jan. 26.

There are two more open testing sessions in Bahrain in February before the season-opening Australian Grand Prix in Melbourne on March 8.

AP auto racing: https://apnews.com/hub/auto-racing

McLaren driver Lando Norris of Britain celebrates after becoming a world champion after the Formula One Abu Dhabi Grand Prix at the Yas Marina Circuit in Abu Dhabi, UAE, Sunday, Dec. 7, 2025. (AP Photo/Fatima Shbair)

McLaren driver Lando Norris of Britain celebrates after becoming a world champion after the Formula One Abu Dhabi Grand Prix at the Yas Marina Circuit in Abu Dhabi, UAE, Sunday, Dec. 7, 2025. (AP Photo/Fatima Shbair)

Crowd erupts as McLaren driver Lando Norris of Britain reacts on the podium after becoming the Formula One world champion following the Abu Dhabi Grand Prix at the Yas Marina Circuit in Abu Dhabi, United Arab Emirates, Sunday, Dec. 7, 2025. (AP Photo/Altaf Qadri)

Crowd erupts as McLaren driver Lando Norris of Britain reacts on the podium after becoming the Formula One world champion following the Abu Dhabi Grand Prix at the Yas Marina Circuit in Abu Dhabi, United Arab Emirates, Sunday, Dec. 7, 2025. (AP Photo/Altaf Qadri)

Red Bull driver Max Verstappen of the Netherlands steers his car during the Formula One Abu Dhabi Grand Prix at Yas Marina Circuit in Abu Dhabi, United Arab Emirates, Sunday, Dec. 7, 2025, as the sun sets behind the track. (AP Photo/Altaf Qadri)

Red Bull driver Max Verstappen of the Netherlands steers his car during the Formula One Abu Dhabi Grand Prix at Yas Marina Circuit in Abu Dhabi, United Arab Emirates, Sunday, Dec. 7, 2025, as the sun sets behind the track. (AP Photo/Altaf Qadri)

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