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Antitrust Trial Looms for Google Amid Ad Tech Monopoly Allegations: Know-more

  • Posted on February 6, 2024
  • Technology
  • By Arijit Dutta
  • 195 Views

Google faces another antitrust trial in the United States, this time over its ad tech policies. The trial, set to start in Virginia on September 9, follows allegations that Google monopolized digital advertising technologies, impacting publishers and advertisers. This marks Google's second antitrust battle with the DOJ.


Antitrust Trial Looms for Google Amid Ad Tech Monopoly Allegations: Know-more Image Source -www.ndtv.com

Google is set to face another antitrust trial in the United States regarding its ad tech policies. The trial will commence in Virginia from September 9 onwards. In January 2023, the US Department of Justice (DOJ) accused Google of violating antitrust laws by monopolizing the digital ads market. The lawsuit alleges that Google's anti-competitive behaviour has raised barriers to entry and marginalized competitors.

Filed in the US District Court for the Eastern District of Virginia, the complaint claims that Google dominates crucial digital advertising technologies, known as the "ad tech stack," essential for both publishers and advertisers. Over the past 15 years, Google has allegedly engaged in anti-competitive conduct by neutralizing competitors through acquisitions, coercing publishers and advertisers to use its products, and hindering the adoption of competing solutions.

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Google's actions purportedly solidified its dominance in tools relied upon by website publishers and advertisers, as well as in digital advertising exchanges. Google has defended its position, arguing that the DOJ's allegations would stifle innovation and disadvantage small businesses and publishers.

This trial marks Google's second legal confrontation with the DOJ in an antitrust case, following a previous trial concerning its search business. The outcome of this trial could have significant implications for Google's operations and the broader digital advertising landscape.

Through this legal battle, the tech giant faces heightened scrutiny over its market dominance and practices, underscoring growing concerns surrounding competition in the digital advertising sector.

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Arijit Dutta

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