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Keller Today
By the People, for the People
Advertisers Demand Billions from Google in Antitrust Battle
Mass arbitration claims allege Google illegally monopolized online search and advertising tech.
Apr. 14, 2026 at 5:14pm
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A legal battle over alleged monopolistic practices in online advertising could cost Google billions in damages.Keller TodayAlphabet Inc.'s Google is facing billions of dollars in potential damage claims from advertisers as part of mass arbitration proceedings tied to the company's online search and advertising technology businesses, which courts have ruled were illegal monopolies. Advertisers are banding together to seek payouts through mass arbitration, which tends to favor companies in individual claims but provides more leverage in settlement negotiations when pooled together.
Why it matters
The mass arbitration claims against Google represent a significant escalation in the legal battles over the company's alleged monopolistic practices in online search and advertising technology. If successful, the claims could result in major financial payouts and further weaken Google's dominance in these markets.
The details
Advertisers are seeking damages through mass arbitration proceedings, which allow 25 or more claims against the same company to be pooled together. This provides more leverage in settlement negotiations compared to individual claims. Lawyer Ashley Keller estimates the potential claims for online search and display ads could reach $218 billion or more, based on calculations from an economist. Google has called the claims 'unfounded' and said it will defend itself 'vigorously'.
- In 2024, a Washington federal court found Google illegally monopolized the online search market.
- In 2024, a different federal court found Google illegally monopolized the advertising technology that helps connect advertisers to website publishers.
The players
Alphabet Inc.'s Google, which has been found by courts to illegally monopolize online search and advertising technology markets.
Ashley Keller
A Chicago lawyer whose firm has handled mass arbitrations against other tech companies and is now representing advertisers in claims against Google.
Christa Muldoon
A Google spokesperson who said the company believes the advertisers' claims are 'unfounded' and that it will defend itself 'vigorously'.
What they’re saying
“'Two federal judges have already adjudicated Google to be a monopolist. It seems sensible to seek redress.'”
— Ashley Keller, Lawyer
“'These claims are unfounded. In a highly competitive market, advertisers choose our tools to grow their businesses and reach new customers.'”
— Christa Muldoon, Google Spokesperson
What’s next
The first of the mass arbitration claims against Google are expected to be filed this week. The process is expected to last 12 to 24 months between the filing of claims and resolution.
The takeaway
The mass arbitration claims against Google represent a significant escalation in the legal battles over the company's alleged monopolistic practices in online search and advertising technology. If successful, the claims could result in major financial payouts and further weaken Google's dominance in these markets.
