SMB Ads Face Unwavering Ground Amid Google’s Antitrust Turmoil
In a significant yet largely unimpactful ruling, Google’s recent antitrust setback has left small and medium-sized businesses (SMBs) relatively unscathed. The outcome, which revolves around advertising monopolization, raises eyebrows but ultimately confirms that SMBs can continue leveraging Google Ads without disruption.
Unpacking the Antitrust Ruling
On April 17, 2025, U.S. District Judge Leonie Brinkema determined that Google has “willfully acquired and maintained monopoly power” in two crucial digital advertising arenas: display ad servers and ad exchanges.
These technologies are integral to Google’s Ad Manager, formerly known as DoubleClick for Publishers, where ad servers empower advertisers to upload and deliver ads across third-party websites. Meanwhile, Google’s ad exchange, AdX, serves as a bustling marketplace where advertisers and publishers transact inventory.
The Significance of This Ruling
This ruling marks a notable chapter in legal battles for Google, constituting the third antitrust victory for the U.S. Department of Justice against Alphabet, Google’s parent company. Among various cases still under appeal, Google faces scrutiny for a $700 million fine pertaining to Play Store violations and the potential divestiture of its popular Chrome browser due to monopolistic allegations in online searches.
The fact remains: Google Ad Manager reigns supreme as the go-to advertising platform for large publishers such as NBCUniversal, Disney, and Hearst. This dominance is further highlighted by the 2023 DOJ filing, which revealed that Google holds an overwhelming 90% share of the ad server market and a 50% share for AdX. Given this context, industry insiders anticipate major shifts in how digital display ads are bought, sold, and managed.
This illustration from the DOJ’s filing visually breaks down Google’s ad business structure, capturing ad servers, the ad exchange, and ad buying tools.
Why SMBs Shouldn’t Worry
Despite the seismic implications hinted at by this ruling, SMBs spanning sectors like retail, B2B, and direct-to-consumer brands have nothing to fear. Here are three compelling reasons why the ruling’s impact on smaller enterprises remains minimal:
1. The Appeal Process
Google is expected to appeal the ruling, a process that could stretch over months or even years. During this period, significant changes to Ad Manager or digital advertising strategies are unlikely.
Interestingly, the court found that although the DOJ accused Google of monopolizing ad tech completely, it concluded that Google Ads, the very tool many SMBs rely on, wasn’t included in the ruling. This suggests that any ruling fallout may have little bearing on how SMBs utilize Google Ads.
2. Diverse Advertising Platforms
Most savvy e-commerce marketing teams don’t rely solely on Google Ads for traffic generation. Instead, they typically diversify their advertising strategies by incorporating platforms like Meta Ads, X, Reddit, and Pinterest.
Consequently, if the court mandates alterations to Google Ads, it would only affect a fraction of most advertisers’ overall strategies. Additionally, Google has recently announced major updates to its Privacy Sandbox initiative, aiming to quell concerns from EU regulators about Google’s control over ad targeting while preserving the functionality of third-party cookies.
3. Stability in the Ad Ecosystem
Even if the courts order Google to divest its ad-serving capabilities or AdX, the fundamental integrity of the ad ecosystem remains crucial. Rapid upheaval in ad tech could disturb the stable and predictable advertising environment that publishers, and by extension, advertisers depend upon.
Industry observers anticipate regulations that might involve fines or guidelines for Google that encourage the sharing of ad technology with competitors. Hence, it’s improbable that Google’s antitrust case will substantially disrupt how SMBs purchase advertising.
The Constancy of Ad Costs
Moreover, ad prices are unlikely to fluctuate significantly in the wake of these rulings. Reports suggest that AdX charges a 30% transaction fee, but this is not out of line—most ad exchanges impose fees that can reach 50% or more.
In short, don’t hold your breath for a dramatic decrease in ad prices anytime soon.
Conclusion
While Google’s antitrust ruling echoes with immense implications for the tech giant, small and medium-sized businesses should remain optimistic. With stable access to advertising tools, a diverse range of platforms, and consistent advertising costs, SMBs can focus on what truly matters: leveraging their marketing strategies to thrive in today’s competitive landscape. Amid the noise, it’s business as usual for SMB advertisers!
