Google Faces Mass Arbitration as Advertisers Seek Billions

Alphabet Inc.’s Google is facing billions of dollars in potential damage claims as part of mass arbitration tied to the company’s online search and advertising technology businesses, which courts have ruled were illegal monopolies.

Advertisers are banding together to seek payouts through mass arbitration proceedings. While many companies that displayed ads purchased through Google — including USA Today Co. and Advance Publications Inc. — have sued for damages since the rulings in 2024, advertiser contracts with the search giant require mandatory arbitration over legal disputes.