PubMatic has filed a major antitrust lawsuit against Google, accusing the tech giant of illegally monopolizing digital advertising markets and stifling competition. The supply-side platform claims damages could run into the billions.
The lawsuit, filed in the U.S. District Court for the Eastern District of Virginia, argues that Google’s control of ad exchanges and ad servers prevented PubMatic from competing fairly. CEO Rajeev Goel said Google’s dominance slowed the company’s growth, deprived publishers of revenue, and forced advertisers to pay higher costs.
“It felt like for many years no matter how well we innovated there was a barrier holding us back,” Goel said. “That barrier wasn’t the limits of our technology. It was Google’s illegal monopoly.”
PubMatic alleges that Google rigged the playing field by manipulating ad bids, self-preferencing its own technology, and restricting publishers from setting competitive prices. The company argues this behavior hurt not only PubMatic but the broader ad ecosystem by reducing transparency and limiting choice.
The filing comes just months after a federal judge ruled that Google operated an illegal monopoly in two key adtech markets, a decision that could lead to the breakup of its advertising business. Remedies will be debated in court later this month, and PubMatic’s lawsuit mirrors many of the DOJ’s claims.
The case also follows a similar suit from OpenX, another adtech firm that accused Google of “rigging” ad auctions. Together, the actions suggest a growing wave of industry pushback against the company’s practices.
PubMatic is seeking both financial compensation and structural changes that would force Google to alter its business practices. Goel emphasised that the lawsuit is not just about recovering damages but about restoring fairness across the sector.
“We’re pursuing this case not only for fair damages as it relates to PubMatic, but also to restore competition, transparency, and innovation across the entire digital advertising ecosystem,” Goel said.
The complaint estimates damages “could reach into the billions,” though the full scope will only be clear after discovery. PubMatic is represented by the law firm Hueston Hennigan.
The move comes as Google faces mounting legal and regulatory pressure globally. On Friday, the European Commission fined the company roughly $3.5 billion for breaching EU competition law with its adtech practices.
With multiple lawsuits, regulatory fines, and the possibility of a forced breakup looming, Google’s advertising empire is under unprecedented scrutiny, and rivals like PubMatic are seizing the moment to fight back.
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