The final plea by Alphabet Inc. (GOOGL.O) and its subsidiary Google to avoid a breakup of its advertising technology business in the United States has been rescheduled to November 21, according to a notice from the U.S. District Court. The hearing, initially set for this Wednesday, will now allow both sides additional time to prepare their closing arguments.

Background of the Google Antitrust Case

The trial centers on allegations that Google holds two illegal ad tech monopolies, a ruling made by U.S. District Court Judge Leonie Brinkema in April. The court is now evaluating what steps Google must take to restore competition in the online advertising market.

The case is part of broader antitrust scrutiny faced by major technology firms, with regulators seeking to address concerns that dominant companies may use their market power to stifle competition and inflate costs for advertisers and publishers.

DOJ and State Coalition Seek Major Remedies

The U.S. Department of Justice (DOJ), alongside a coalition of states, is urging the court to require Google to divest its ad exchange, AdX. This platform allows online publishers to sell ad inventory through instantaneous auctions when users load websites, with Google currently taking a 20% fee on each transaction.

The DOJ and state attorneys argue that such practices give Google an unfair advantage and limit competition in digital advertising, potentially resulting in higher costs for publishers and advertisers alike.

Implications for Google and the Digital Ad Market

A forced divestiture of Google AdX would mark a historic intervention in the tech industry and could reshape the digital advertising ecosystem. It would allow competitors to participate more freely in ad auctions, potentially lowering fees and enhancing market transparency.

Alphabet has defended its business model, arguing that its ad tech systems benefit consumers and advertisers by streamlining transactions and improving efficiency. The outcome of the trial could set a precedent for how regulators handle antitrust concerns in digital advertising and tech monopolies in the United States and globally.

Next Steps in the Trial

Closing arguments now scheduled for November 21, 2025, will provide each side an opportunity to summarize their case and influence Judge Brinkema’s final ruling on whether Google must alter its ad tech operations to promote fair competition.

The decision could have far-reaching consequences for digital advertising practices, tech industry regulation, and future antitrust enforcement.