Judge Rules Google Held Monopoly Over Online Ad Tech


Topline

A federal judge ruled on Thursday Google violated antitrust laws to hold a monopoly over online advertising technology, a major loss for the company in its latest antitrust case as Google may soon be forced to sell its Chrome browser and other assets.

Key Facts

Judge Leonie Brinkema ruled Thursday that Google has “willfully engaged in a series of anticompetitive acts” to maintain a monopoly in the publishing ad server and ad exchange markets, including eliminating competitors through acquisitions and forcing customers to use the company’s products, among others.

Brinkema, however, also ruled prosecutors failed to successfully argue Google held a monopoly over advertiser ad networks, suggesting they used a market term “not common in the digital advertising industry.”

Google’s attorneys argued the company faced competition from Amazon and Comcast, and that social networks like TikTok also posed market challenges, though the Justice Department claimed Google held an 87% market share in ad-selling technology.

Thursday’s decision is the latest against Google after Judge Amit Mehta ruled in August the company violated antitrust laws to maintain a monopoly with its search engine, and the Justice Department in November asked Mehta to force Google to sell its Chrome browser, which prosecutors said “fortified” the company’s dominance.

Brinkema’s ruling could allow prosecutors to request Google break up its advertising products, and the Justice Department has argued the company should at least sell Google Ad Manager, a platform that includes the company’s ad server and ad exchange.

Google did not immediately respond to a request for comment.

This is a developing story.

Get Forbes Breaking News Text Alerts: We’re launching text message alerts so you’ll always know the biggest stories shaping the day’s headlines. Text “Alerts” to (201) 335-0739 or sign up here.



Source link

share it
Facebook
Twitter
LinkedIn
Reddit

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Article

;