While Google can retain its existing investments in Anthropic, it will need to notify antitrust regulators before making any further investments in AI companies.

On the ad side, regulators have shifted focus. Instead of forcing Google to price syndicated search ads at marginal cost or limiting how much rivals can rely on its ad services, the DOJ is prioritizing fairness, transparency, and control for competitors.

As part of that, Google will be required to give advertisers readily-accessible granular placement and performance reporting of ads purchased through Google Analytics and Ads Data Hub.

“I look forward to seeing what this might look like, in particular as it relates to Performance Max,” Arielle Garcia, chief operating officer, Check My Ads, told ADWEEK. “While it is too early to tell how this will unfold, the fact that divestiture is still part of the remedies package [under Trump DOJ], is a positive early sign of sustained momentum behind strong antitrust enforcement against big tech’s abuse of dominance.”

Google has not responded to comments by press time.

“At a time when U.S. digital services are in a fierce global competition for technology leadership, structural remedies that weaken US companies are not wise and risk handing an economic advantage to adversaries abroad,” Matthew Schruers, president and ceo, Computer and Communications Industry Association, said in a statement.

The court will hold a status conference on March 10 to review the progress of the case and address any pending motions.