3C Expresses Concern Ahead of Google Ad Tech Remedies Trial

WASHINGTON (Sept. 22, 2025) — Connected Commerce Council Executive Director Rob Retzlaff released the following statement ahead of the remedies phase of the United States v. Google LLC ad tech trial. Starting September 22, U.S. District Judge Leonie Brinkema will hear remedy proposals from Google and the Department of Justice — including the DOJ’s radical proposal to break up Google’s ad tech system.

“The DOJ’s proposal demonstrates a fundamental misunderstanding of how digital advertising works — and a troubling disregard for how disrupting Google’s ad tech tools would impact America’s small businesses.

“Breaking apart Google’s ad tech system would make it much harder for small businesses to reach the right customers, promote their products and services, and grow. It is highly unlikely that any company that buys AdX or AdManager could match Google’s level of service, publisher reach, and efficiency. Display ads would become more expensive and less effective — a double-whammy for entrepreneurs trying to compete.

“At a time when America’s small businesses are navigating economic uncertainty, the last thing they need is new barriers that raise costs and limit opportunity.”