"In a historic trial set to begin on Monday, the US Department of Justice (DOJ) will take on Google, challenging the way it monetizes advertising and accusing it of stifling competition in a system that prosecutors argue has harmed news publishers. The case, which will be decided by a federal judge in Alexandria, Virginia, marks a critical chapter in the Biden administration's broader aims to rein in big tech's dominance. The outcome of the trial has the potential to redefine the infrastructure of the digital advertising landscape."
"At the heart of the trial beginning next week is Google's adtech business, which connects website publishers with advertisers and generates more than 75% of the company's total revenue. In total, the DOJ is levying four major claims against Google, arguing that Google unlawfully leveraged its market position to: monopolize ad servers; monopolize ad networks; monopolize or attempt to monopolize ad exchanges; and unfairly tie together its publisher and advertiser tools."
Next week a federal trial will pit the US Department of Justice against Google over the company's adtech business and its role in digital advertising. The DOJ accuses Google of monopolizing ad servers, ad networks, and ad exchanges, and of unfairly tying publisher and advertiser tools. Prosecutors contend Google maintained a privileged middleman position and used acquisitions and other tactics to dominate the market, with an estimated 40–90% share of adtech as of 2022. The case follows a separate August ruling that found Google dominant in search. A ruling against Google could significantly reshape digital advertising infrastructure and publisher revenues.
Read at The Drum
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