Google faces another antitrust lawsuit, this time over its alleged advertising monopoly

Google is set to face another antitrust trial in the United States, this time over its ad tech policies. The ad tech trial will begin on September 9 in Virginia, USA.

In January last year, the U.S. Department of Justice claimed that Google illegally monopolized the digital advertising market and violated U.S. antitrust laws.

“Google’s anticompetitive conduct artificially raises barriers to entry, forces major competitors to abandon the ad tech tools market, prevents potential competitors from entering the market, and marginalizes and unfairly disadvantages Google’s few remaining competitors,” the lawsuit states. Disadvantageous position.”

The complaint, filed in the U.S. District Court for the Eastern District of Virginia, alleges that Google has a monopoly on key digital advertising technologies, collectively known as the “ad tech stack,” that website publishers rely on to sell ads and advertisers rely on to buy ads. Advertise and attract potential customers.

As the complaint alleges, over the past 15 years, Google has engaged in a series of anti-competitive and exclusionary behaviors, including through acquisitions to suppress or eliminate ad technology competitors; to exert its dominance in the digital advertising market and force more publishers to and advertisers’ use of its products; and impeding the ability to use competing products.

“In doing so, Google has solidified its dominance over the tools that website publishers and online advertisers rely on, as well as the digital ad exchanges that conduct ad auctions,” the complaint reads.

Google said the Justice Department’s reasoning “will slow innovation, raise advertising costs, and make it harder for thousands of small businesses and publishers to thrive.”

The ad tech trial will be Google’s second fight with the U.S. Department of Justice in an antitrust case, following a trial over its search business that began last September.

(This article has not been edited by News18 staff and is published by IANS, the associated news agency)