Google didn’t just lose a lawsuit.

It received a high-profile reminder of how deeply embedded – and essential – it has become to the digital economy.
Last week, a United States federal judge ruled that Google had violated antitrust law by tying together two of its core advertising tools – DFP (publisher ad server) and AdX (ad exchange). 
Critics say this unfairly limited competition. 

But let’s pause before declaring the end of Google’s ad empire.

Here’s the bigger story: 
Google built one of the most efficient, scalable, and successful advertising ecosystems in the history of media. 
That’s not dominance by default – that’s innovation by design.
The same systems now under scrutiny have lowered costs for advertisers, delivered billions in revenue for publishers, and helped democratize access to advertising for small businesses around the globe. 
There’s a reason 25% of U.S. digital ad spend flows through Google’s pipes – the system works.
Yes, the courts may push for changes – a spin-off of Google Ad Manager, perhaps, or a retooling of how auctions are run. 
This isn’t an existential threat. 

It’s an opportunity.

An opportunity for Google to lead (as it has done).
To define what efficient, and user-centric ad technology looks like in the next era of the Web.
Let’s not forget: Google has already shown a willingness to evolve. 
There were signals last year that it was considering a divestiture of parts of its ad stack to align with EU regulations. 

The deeper truth? 

We’re not debating whether the internet needs Google.
We’re debating what kind of Google the internet needs.
Because in a time when tech companies are chasing all things AI, Google is still the quiet infrastructure that holds up the searchable and monetizable Internet.
If Google plays it right, it won’t just weather this moment – it could help redefine what trust, transparency, and innovation look like in digital advertising.

Let’s hope it’s the start of a new chapter going forward.

This is what Elias Makos and I discussed on CJAD 800 AM. Listen in right here.

Before you go… ThinkersOne is a new way for organizations to buy bite-sized and personalized thought leadership video content (live and recorded) from the best Thinkers in the world. If you’re looking to add excitement and big smarts to your meetings, corporate events, company off-sites, “lunch & learns” and beyond, check it out.