Google argues in a London tribunal that the mass lawsuit lacks coherence in explaining how alleged anticompetitive behavior caused losses to publishers.
The Ad Tech Collective Action's lawyer refers to the London lawsuit as part of a series of major antitrust cases involving Google globally.
Regulators such as Britain's Competition and Markets Authority are already investigating Google's adtech business, hinting at a conclusion.
Google contests the allegations, stating its impact in the ad tech industry has been procompetitive and disputes the claims made against it in the lawsuit.
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