The US Justice Department has filed a lawsuit against Google over its online advertising practices.
The case concerns Google's dominant position in the advertising industry and a part of its operations that enables it to lock out competitors from the market.
The lawsuit calls for Google to divest Google Ad Manager, a suite of tools including an ad marketplace and a platform for publishers.
If successful, the lawsuit could provide more options and leverage for advertisers and publishers but leaves an uncertain future for advertisers themselves.
The US Justice Department has filed a lawsuit against Google over its dominance in the online advertising industry, particularly through its suite of tools called Google Ad Manager.
The case centres around Google's alleged abuse of its position to lock out competitors and claim profits for itself that should have gone to advertisers and publishers.
If the lawsuit is successful, it could lead to more competition in the industry, giving advertisers and publishers more leverage and options for partnering with expanding players.
However, it remains uncertain what the future holds for advertisers in the wake of the lawsuit.
Experts that have commented on the development suggest that Apple and other players in the industry could benefit if Google ads become less effective, though advertising executives note that Google's business in placing ads on websites it does not own provides valuable information to Google on the effectiveness of ads.
At present, advertising revenue funds most of what Google does, including search, Chrome and Gmail.
The lawsuit could have significant implications for the company's finances and operations, particularly if it is forced to divest Google Ad Manager.