A US federal court has ruled against Google for abusing its dominant position in the adtech stack, declaring that the tech giant willfully maintained monopolies in digital advertising. The ruling found that Google unlawfully tied its ad exchange (AdX) to its publisher ad server (DFP), preventing competition. The court emphasized that this forced integration was anticompetitive, citing the company's acquisitions and strategic practices. The implications of this decision could reshape how digital advertising operates, impacting marketers, publishers, and competitors throughout the advertising ecosystem.
Google's illegal practices have hindered competition in the digital advertising space, violating multiple sections of antitrust law.
The court's ruling finds that Google leveraged its dominance to create a closed ecosystem, harming both publishers and competition.
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