The press release includes this graphic explaining how Google allegedly dominates the buying and selling of online ads:<\/p>\n
![\"Graphic](\"https:\/\/www.justice.gov\/sites\/default\/files\/styles\/width_7\/public\/press-releases\/images\/2023\/01\/24\/google_0.png?itok=2yZ0bxIy\" "\\"Google")
<\/div>\n<\/div>\n<\/div>\nThe states allege Google\u2019s anticompetitive conduct has included:<\/p>\n
- \n
- Acquiring Competitors:<\/strong>\u00a0Engaging in a pattern of acquisitions to obtain control over key digital advertising tools used by website publishers to sell advertising space;<\/li>\n
- Forcing Adoption of Google\u2019s Tools:<\/strong>\u00a0Locking in website publishers to its newly-acquired tools by restricting its unique, must-have advertiser demand to its ad exchange, and in turn, conditioning effective real-time access to its ad exchange on the use of its publisher ad server;<\/li>\n
- Distorting Auction Competition:<\/strong>\u00a0Limiting real-time bidding on publisher inventory to its ad exchange, and impeding rival ad exchanges\u2019 ability to compete on the same terms as Google\u2019s ad exchange; and<\/li>\n
- Auction Manipulation:<\/strong>\u00a0Manipulating auction mechanics across several of its products to insulate Google from competition, deprive rivals of scale, and halt the rise of rival technologies.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n
\u201cToday\u2019s complaint alleges that Google has used anticompetitive, exclusionary, and unlawful conduct to eliminate or severely diminish any threat to its dominance over digital advertising technologies,\u201d said U.S. Attorney General Merrick Garland. \u201cNo matter the industry and no matter the company, the Justice Department will vigorously enforce our antitrust laws to protect consumers, safeguard competition, and ensure economic fairness and opportunity for all.\u201d<\/p>\n
This is the second U.S. government antitrust suit against Google. In 2020, the Justice Department filed a civil antitrust suit against Google<\/a> for monopolizing search and search advertising, which are different markets from the digital advertising technology markets. This suit is scheduled for trial in September.<\/p>\n
According to Politico,<\/a> Google owns many of the most widely-used tools that advertisers use to place ads on websites, and that publishers use to sell the space. It also owns AdX, one of the most widely used exchanges that match advertisers and publishers in automatic auctions occurring in the milliseconds it takes to load a webpage.<\/p>\n
The antitrust advertising suit launched today is similar to one filed against Google by the state of Texas and other states in 2020. Some parts of the Texas-led case were dismissed last year by a federal judge in Manhattan, but much of the case is continuing, Politico says.<\/p>\n
The Chamber of Progress, a U.S. group supported by the tech industry, put out a statement<\/a> decyring today\u2019s action by the Department of Justice.<\/p>\n
\u201cThe forthcoming lawsuit comes as Google\u2019s market share in the ad tech industry shrinks and as economic headwinds batter the tech and advertising industries,\u201d the statement says.<\/p>\n
\u201cGoogle\u2019s online ad market share is now at an all-time low, and it just laid off 12,000 employees in the midst of a declining advertising market \u2013 so this DOJ case seems pretty disconnected from economic reality,\u201d said Chamber of Progress chief executive officer Adam Kovacevich. \u201cAs the tech sector and advertising industry shed jobs, the Biden Administration should be looking for ways to support these sectors rather than undermine what\u2019s left.\u201d<\/p>\n
The post Google monopolizes online advertising, U.S. alleges in antitrust lawsuit<\/a> first appeared on IT World Canada<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"
The U.S. Justice Department and eight U.S. states are suing Google for allegedly monopolizing online advertising. The complaint, filed Tuesday in Virginia, alleges that Google monopolizes key digital advertising technologies, collectively referred to as the \u201cad tech stack,\u201d that website publishers depend on to sell ads and that advertisers rely on to buy ads and<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[421,58,355,16],"tags":[391,813,40,728,814,815,396,275],"class_list":["post-34537","post","type-post","status-publish","format-standard","hentry","category-governance","category-government-public-sector","category-legal","category-security","tag-di","tag-doj","tag-google","tag-lawsuit","tag-monopolies","tag-online-advertising","tag-postmedia","tag-top-story"],"acf":[],"_links":{"self":[{"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/posts\/34537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/comments?post=34537"}],"version-history":[{"count":4,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/posts\/34537\/revisions"}],"predecessor-version":[{"id":34590,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/posts\/34537\/revisions\/34590"}],"wp:attachment":[{"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/media?parent=34537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/categories?post=34537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/technewsday.com\/staging\/wp-json\/wp\/v2\/tags?post=34537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Forcing Adoption of Google\u2019s Tools:<\/strong>\u00a0Locking in website publishers to its newly-acquired tools by restricting its unique, must-have advertiser demand to its ad exchange, and in turn, conditioning effective real-time access to its ad exchange on the use of its publisher ad server;<\/li>\n