For more than two decades, Google has been the undisputed leader of search.From organic rankings to Google Ads, Shopping, and Business Profiles, brands worldwide depend on Google to connect with customers.But that dominance is now facing its biggest challenge yet.The US Department of Justice (DOJ) vs. Google case is one of the most significant antitrust lawsuits in tech history. With Google found guilty of maintaining an illegal monopoly, there’s growing speculation about what this means for search, advertising, and online business as a whole.But how much will really change? And what does it actually mean for Kiwi businesses that rely on Google to drive traffic and sales?There's been a lot of chatter about this, so here’s what we know so far - and what to watch next.What’s Happening?The DOJ’s lawsuit against Google isn’t just about search rankings or ads - it’s about monopoly power and the way Google has used its dominance to control the internet as we know it.The US government argues that Google has illegally maintained its position as the default search engine through multi-billion-dollar deals with companies like Apple, Samsung, and Mozilla. These exclusive agreements ensure that Google is the first (and often only) search option available to users when they set up a new device or browser.For context: Google paid Apple an estimated $18 billion to $20 billion in 2022 alone to remain the default search engine on iPhones. That’s nearly 16% of Apple’s annual profits coming directly from Google. The DOJ claims these deals have eliminated fair competition, preventing smaller search engines - like Bing, DuckDuckGo, and Brave - from gaining market share.Key developments so far:Google found guilty of monopolistic practices in September 2024 - the first major antitrust conviction against a tech giant in decades.The DOJ has proposed breaking up Google’s ad business and potentially divesting Chrome, arguing that these divisions have strengthened Google’s ...