Apple may stand to benefit from US lawsuit against Google

Apple, which is growing its advertising business, could be a winner if Google ads become less effective

The US Justice Department's complaint against Google called for the company to divest Google Ad Manager.

A landmark lawsuit by the US Justice Department against Google over its dominance of advertising technology could help rivals and websites that sell ad space, such as Apple, but leaves an uncertain future for the advertisers themselves, experts have said. 

The US Justice Department's complaint against Google filed earlier this week called for the company to divest Google Ad Manager, a suite of tools including one that lets websites put ad space up for a sale and another that served as an ad marketplace that automatically matched advertisers with those publishers.