Google Faces Antitrust Lawsuit Over Advertising Technology
Google is facing another antitrust lawsuit, this time over its advertising technology. The Department of Justice (DOJ), joined by a coalition of states, alleges that Google has a monopoly over online advertising technology. They claim that Google controls the software on both the buy side and the sell side of the transaction, enabling it to keep a significant portion of the revenue generated from sales between publishers and advertisers.
Google, however, argues that the government's case is outdated and fails to consider the evolution of the internet and advertising landscape. They point to the rise of social media and streaming services as evidence that Google no longer holds the same dominance it once did.
The trial is expected to last several weeks and could have significant implications for Google's advertising business. If the government prevails, Google could be forced to sell off parts of its ad tech business, which could potentially generate billions of dollars in annual revenue.
The DOJ alleges that Google has a monopoly over online advertising technology.
Google controls the software on both the buy side and the sell side of the transaction, enabling it to keep a significant portion of the revenue generated from sales between publishers and advertisers.
Google argues that the government's case is outdated and fails to consider the evolution of the internet and advertising landscape.
The trial is expected to last several weeks and could have significant implications for Google's advertising business.
This lawsuit comes on the heels of a major defeat for Google over its search engine, which was declared a monopoly by a judge in the District of Columbia.
Google is also facing antitrust scrutiny in Europe over its digital ad business.
The outcome of this lawsuit could have a significant impact on the future of online advertising.