The federal government and eight North American states accused the tech giant in court of “corrupting competition” by “controlling the tools” needed to develop digital ads.
The United States Department of Justice filed a lawsuit on Tuesday against technology giant Google for monopoly in the advertising sector. For that reason, he has sued the Eastern District of Virginia to force the company to divest part of its advertising business.
The trial is led by the Department of Justice of the federal government. However, the states of Virginia, California, Colorado, Connecticut, New Jersey, New York, Rhode Island and Tennessee have joined this significant legal action. Attorney General Merrick Garland himself, along with his team, presented details of the trial to the press.
“Competition in the ad technology sector has broken out, for reasons that are not accidental or inevitable,” the executives said, referring to the status of their lawsuit. “Google, an industry giant, has stifled legitimate ad-tech industry competition by engaging in a systematic campaign to control a wide range of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising. have corrupted. », they condemn in. their writings.
at least 30% of the business
Prosecutors in these North American states have accused Google, the parent company of a group of technology companies formed out of Alphabet Emporium, with using your ad technology to run “at least” 30 percent of the advertising campaigns served by advertisers on publishers’ websites. holds % share.
In this sense, the United States has asked the Court to “at least” force Google to sell its subsidiary Google Ads Manager. Such measure would also include its ad servers, the Double Click range of tools and the AdX ad trading platform.
This is the second lawsuit that the Justice Department of the US government has filed against Google. In 2020, the same body – then headed by Donald Trump – had already initiated legal proceedings against the tech multinational, alleging that it dominates the Internet search sector as well as advertising in said searches. engaged in monopolistic practices.