"It accuses the massive corporation of illegally monopolizing the ad tech market, which was decided in a suit earlier this year, as well as specifically impeding PubMatic's ability to compete on a level playing field. Although PubMatic's filing is a few pages shorter than the lawsuit filed by OpenX in early August, it similarly requests a jury trial to decide on compensatory financial damages, which it anticipates will "reach into the billions.""
"Google's anticompetitive tactics and subsequent market dominance led to higher costs for advertisers, reduced ad revenue for publishers, and "fewer independent voices online," PubMatic alleges. "We've been competing on a tilted playing field where greed superseded innovation and coercion blocked transparency," PubMatic co-founder and CEO Rajeev Goel wrote in a blog post on Monday. "These practices have diverted billions in ad revenue away from independent platforms like ours and the publishers we support.""
PubMatic filed a follow-on antitrust lawsuit in Virginia accusing Google of illegally monopolizing the ad tech market and impeding PubMatic's ability to compete. PubMatic is the second sell-side platform to sue after OpenX and seeks a jury trial for compensatory damages it expects could reach into the billions. The suit points to Google's acquisitions of DoubleClick, AdMeld and Invite Media and contends that Google’s dominance increased advertiser costs, reduced publisher revenue, and shrank independent online voices. PubMatic claims its competitive position was tilted by coercive, nontransparent practices that diverted billions away from independent platforms and publishers.
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