The United States Justice Department on Tuesday filed a lawsuit against technology giant Google for monopoly in the advertising sector, demanding that the court for the Eastern District of Virginia compel the company to divest part of its advertising. Do. business..
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The lawsuit is being led by the Justice Department, although the states of Virginia, California, Colorado, Connecticut, New Jersey, New York, Rhode Island and Tennessee have joined the legal action.
“Competition has broken out in the ad tech space, for reasons that are not accidental or inevitable. A new regulatory framework for controlling a wide range of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising By engaging in systematic campaigning, Google, an industry giant, has corrupted legitimate competition in the ad-technology industry. Guilty.
Prosecutors in these states have accused Google of keeping “at least” 30% of the campaigns that advertisers place on publishers’ websites through its advertising technology.
In this sense, the United States has asked the Court to, “at a minimum” compel Google to sell Google Ad Manager, which includes its ad servers, the Double Click range of tools, and the AdX advertising buying and selling platform. Is.
This is the second lawsuit the Justice Department has filed against Google. In 2020, the agency had already initiated legal proceedings against the technology company, alleging that it was engaged in monopolistic practices for dominating the internet search sector as well as advertising in said searches.