(AmericanProsperity.com) – A second antitrust trial is being pinned on Google; a federal judge in Virginia will be hearing opening statements in a trial to determine if the technology giant illegally monopolized the digital advertising industry.
This is the second major United States antitrust suit against Google that has been announced. This is after a case last month that determined Google was illegally monopolizing the online search industry. This current case is not far off and will look into the company’s potential monopolization of the advertising industry.
The Justice Department is currently seeking specific remedies to its second case which would force Google to break up parts of its business as well as divest some of its advertising technology. The second lawsuit was filed at the beginning of last year and looks into Google’s acquisition and application of digital ad technology
Google allows websites to sell ads on their pages and for them to buy ad space, while Google takes a sizable cut of the ad dollars from both sides.
The Justice Department said, “Google’s monopolies in each of these separate markets was no accident but rather the result of a campaign to condition, control, and tax digital advertising transactions over fifteen years. This campaign was exclusionary, anticompetitive, and mutually reinforcing”
The Justice Department looked at several of Google’s acquisitions to argue that the company dominated every facet of digital advertising. The company also bought the ad tech company Double Click for three billion dollars, and the Justice Department alleges that now Double Click controls over half the market for open-web display transactions.
The deals that Google gave them the power to control both the supply and demand of both sides of online advertising, which is causing concern.
Julia Tarver Wood, the Justice Department lawyer, said that Google had built a “trifecta of monopolies” through its acquisitions. They have said that there is nothing illegal about the model of matching websites and advertisers, but Google has still been able to build a monopoly through anticompetitive decisions.
Copyright 2024, AmericanProsperity.com
