In light of Alphabet's legal challenges, shares of The Trade Desk rose significantly, as the company stands to benefit from a more competitive advertising market.

In response to the ruling, Lee-Anne Mulholland, Google's vice president of regulatory affairs, announced plans to appeal, asserting that their advertising tools do not harm competition and are favored by publishers.

Experts view this ruling as a pivotal moment for the tech industry, suggesting it may increase regulatory risks for other giants like Amazon and Meta.

The decision could reshape media buying and enhance accountability and competitiveness in the digital market.

Johanna Bauman, CMO of PubMatic, expressed optimism that the ruling would lead to greater transparency and efficiency in the advertising ecosystem.

The U.S. Department of Justice (DOJ) plans to call witnesses from Google competitors, including DuckDuckGo and Microsoft, to provide insights during the upcoming trial.

Independent supply-side platforms such as Magnite and PubMatic may gain market opportunities as publishers regain control over pricing and contracts.

A remedies hearing is set to discuss potential solutions, although the timeline remains uncertain due to the expected appeal process.

This remedies trial is shorter than the initial trial, scheduled to last from late April to early May 2025.

Following the ruling, shares of digital advertising firms like Trade Desk and Criteo saw increases, indicating market optimism about a less concentrated ad tech landscape.

A U.S. judge has ruled that Google illegally dominated two online advertising technology markets, paving the way for antitrust prosecutors to potentially break up its advertising business.

Experts predict that if Google loses the appeal, it may need to divest parts of its display advertising business, potentially resulting in a revenue drop of less than 10%.