Teads has launched legal action against Google alleging that the search giant still operates some anti-competitive practices in its digital ads ecosystem.
The omnichannel advertising platform filed the lawsuit in the US District Court for the Southern District of New York, arguing Google’s alleged anti-competitive conduct harmed competition across the digital advertising ecosystem and stifled the growth of independent ad tech companies.
Teads said that when Google tied its Google Ads ad platform to its ad exchange AdX, rival exchanges lost out on about 6.88 trillion impressions between 2017 and 2023. The complaint does not disclose the methodology behind that estimate.
The case follows an April 2025 ruling by the US District Court for the Eastern District of Virginia, which found Google had engaged in unlawful monopolistic practices in key ad tech markets.
“For years, Google used its dominance to suppress fair competition and distort the digital ad tech ecosystem to its own advantage,” Teads CEO David Kostman said.
“Teads was built to empower publishers to thrive by connecting them with leading advertisers and maximising their yield through innovative formats, premium user experiences and scalable monetisation technology.
“We filed this action to recover the financial damages caused to our business and restore a transparent, competitive marketplace for publishers and advertisers.”
The lawsuit is the latest fallout from the landmark antitrust ruling against Google and adds to the growing legal pressure facing the tech giant over its dominance in digital advertising.
According to the complaint, Teads alleges Google’s ad tech practices unfairly distorted the marketplace, restricting competition and limiting the company’s growth and revenue potential. The company argues those actions disadvantaged independent advertising platforms while strengthening Google’s position across the digital advertising supply chain.
Teads is represented by law firm Kellogg, Hansen, Todd, Figel & Frederick, P.L.L.C. The complaint was lodged alongside the company’s Form 8-K filing with the US Securities and Exchange Commission on 3 August.
A Google spokesperson called the allegations “meritless” in a statement to ADWEEK, adding, “Advertisers and publishers have many choices, and when they choose Google’s adtech tools it’s because they are effective, affordable, and easy to use.”
B&T has approached Google for comment.
