The United States Department of Justice (DOJ) filed a lawsuit against Google, accusing the company of “monopolize digital advertising technologies”. The DOJ argues that, through various acquisitions and “anti-competitive auction rigging”the company has limited potential rivals in the field of online advertising.
This is not the first time that Google has been sued for competition issues. In 2020, the Department of Justice filed a complaint against the company for dominance in the search marketplace, with a trial scheduled for September of this year.
This time, the US Justice contextualizes that, over 15 years, Google has been monopolizing advertising technologies, through the so-called “ad tech stack”, on which “those responsible for sites and advertisers depend to sell advertising” . to buy advertisements to reach potential customers”, explains the Department of Justice in a statement. Website owners turn to ad technologies to generate ad revenue, and that’s where Google comes in.
(…) For the last 15 years, Google has been engaged in a course of anti-competitive and exclusionary conduct that consists of neutralizing or eliminating rivals in ad technology through acquisitions; leveraged its dominance in digital advertising markets to force more ‘publishers’ and advertisers to use its products and avoid using competing products.”
This article is exclusive to our subscribers: subscribe now and benefit from unlimited reading and other benefits. If you are already a subscriber, log in here. If you think this message is an error, please contact our customer service.
Source: Observadora
