The US Department of Justice and eight states are suing Google, alleging the tech giant harms competition by monopolizing online advertising.
The ministry’s lawsuit accuses Google of unlawfully controlling how ads are served online by excluding competitors.
This includes its 2008 acquisition of DoubleClick, a dominant ad server, and subsequent deployment of technology that locks down the split-second bidding process for ads served on web pages.
The government also says Google’s plan to assert its dominance has been to “neutralize or eliminate” its rivals through acquisitions and to force advertisers to use its products by making it difficult to use competitors’ products. .
At a minimum, the lawsuit seeks to compel Google to spin off its advertising businesses — its suite of ad managers and its ad exchange — as well as “any additional structural relief necessary to remedy any anticompetitive harm.”
Representatives from Alphabet Inc., Google’s parent company, said the lawsuit “doubles up as a flawed argument that would slow innovation, increase advertising costs and make it harder for thousands of small businesses and businesses to grow.” of publishers”.
This is the latest lawsuit filed against Google by the US Department of Justice or local state governments.
In October 2020, the Trump administration and eleven state attorneys general sued Google for antitrust violations, alleging anticompetitive practices in the search and search advertising markets.
States participating in this latest lawsuit include California, Virginia, Connecticut, Colorado, New Jersey, New York, Rhode Island and Tennessee.
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