The U.S. Department of Justice successfully argued that Google illegally built a monopoly in the online display advertising market, harming publishers and imposing higher fees. Judge Leonie Brinkema ruled against Google, confirming its ad business dominance and monopolistic practices, including exclusive agreements disadvantaging competitors. Google controls a vast portion of the ad market, with its ad server and exchange facilitating most transactions, enabling significant earnings at the expense of rivals. This ruling could lead to potential divestiture of Google's ad tech, aiming to foster a more competitive market.
"Plaintiffs have proven that 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."
"Judge Leonie Brinkema highlighted expert findings showing that Google's ad exchange holds a dominant 54% to 65% global market share, while the next biggest competitor has only 6%."
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