Advertisers are pursuing mass arbitration against Google seeking up to $218B tied to its search and ad tech monopoly rulings

A group of advertisers is banding together in mass arbitration proceedings against Google after federal courts ruled in 2024 that the company illegally monopolized both the online search market and the advertising technology market, with attorney Ashley Keller estimating potential claims could reach $218B or more based on calculations from an economist his firm hired. Google's advertiser contracts require mandatory arbitration rather than class action lawsuits, but mass arbitration — where 25 or more claims are pooled together — gives claimants more leverage and a greater likelihood of settlement. Google called the claims “unfounded,” saying advertisers choose its tools in a highly competitive market, and said it would defend itself vigorously.