A US judge has ruled against Google, finding that the company engaged in illegal monopolistic practices in the ad tech sector. This decision marks the second instance of judicial acknowledgement of Google's anticompetitive behavior, specifically regarding its publisher ad server and ad exchange markets for open-web display advertising. The court's detailed ruling suggests that Google's actions not only harmed competition but also negatively affected consumers. As the legal ramifications unfold, there is potential for significant reforms that may lead to Google's business structure being reconsidered or even dismantled.
Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising.
For over a decade, Google has tied its publisher ad server and ad exchange together through contractual policies and technological integration, which enabled the company to establish and protect its monopoly power in these two markets.
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