The Competition Bureau stated that Google engaged in unlawful conduct by tying its ad tech tools together, maintaining an estimated 90% market share in publisher ad servers and 70% in advertiser networks.
Commissioner Matthew Boswell emphasized that Google's actions have locked market participants into its ad tech tools, thereby excluding competitors and distorting the competitive process in online advertising.
In response to the lawsuit, Google stated that the complaint disregards the intense competition in the advertising sector, asserting that ad buyers and sellers have ample choices.
The U.S. regulators' efforts highlight a growing concern about Google's monopolistic practices, suggesting that breaking up the company is essential to enhance competition in the tech space.
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