The US Department of Justice is ready to take on Google again. federal agency, Which in October 2020 accused Mountain View of abusing its dominant position in the search markethas filed a new monopoly suit.
According to the Public Affairs OfficeThis new procedural law aims to lay the foundations for the “restoration of competition” in digital advertising market. In this sense, Google is accused of having “corrupted” the ecosystem of legitimate competition through a systematic campaign.
Google has tried to avoid this latest lawsuit
The order was coming. Google, which leads the platform of the largest companies in the digital advertising market, last year began to be investigated by the Ministry of Justice. At that time the company offered “privilege” to avoid a new legal battle.
The movement to please the authorities consisted of Create another company within Alphabet To focus part of its advertising activity. It was a risky move, because everything would still be orbiting the same parent company as Google anyway.
The Justice Department’s response, supported by eight states that joined the lawsuit, was to reject the motion. And as if that weren’t enough, he now intends to severely punish the Mountain View giant, which could cost him millions of dollars and an internal reorganization.
let’s see. On the one hand, the plaintiffs suggest that Google should pay a fine, the amount of which has not yet been determined. On the other hand, the company is asked Departs from Google Ad Manager Publisher Platformincluding DoubleClick For Publishers (DFP) and AdX tools.
If the lawsuit continues, it could mean a severe setback for Google’s parent company’s economy. Advertising work thanks to the sale of advertisements in its various forms, It is the main source of income for the company.accompanied by the growing business of cloud computing services.
It should be noted that the Department of Justice did not mince words when preparing the text supporting the complaint. The 153-page document filed in a Virginia court mentions “Google’s plan to neutralize or eliminate its advertising technology competitors.”
Google, according to the plaintiffs, achieved its goals in two main ways: through the acquisition of competing companies, and He exercises his dominance In all digital advertising markets to force more publishers and advertisers to use their products.
Attorney General Merrick Garland, appearance in WashingtonGoogle has been described as a “company with comprehensive conflicts of interest”. It also indicated that it controls much of the technology related to the buying and selling of advertising space used by the world’s leading web page publishers.
According to ReutersGoogle said that “He will vigorously defend himself against accusations based on false argumentsAlong these lines, he argued, the digital advertising market is also made up of other large companies, such as Amazon, Meta, and Microsoft.
Pictures: Greg Paula
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