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US sues Google for abuse of dominance in the online advertising market

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US sues Google for abuse of dominance in the online advertising market

The next lawsuit may again end in the payment of a large fine.

On January 24, the US Department of Justice filed a federal lawsuit against Google for abusing its dominant position in the online advertising market. Today, eight states have also joined the Ministry: Virginia, California, Colorado, Connecticut, New Jersey, New York, Rhode Island and Tennessee.

“Advertising tech competition is broken for reasons that were neither accidental nor inevitable. One of the industry giants, Google, has disrupted legitimate competition in the advertising technology industry by engaging in a systematic campaign to seize control of a wide range of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising.

US government claims that Google is deliberately acquiring other companies in the advertising market so that there are fewer competitors. Google is also accused of forcing advertisers and publishers to use its services, using its control over advertising technologies.

“Google is abusing its monopoly power to disadvantage website publishers and advertisers who dare, for one reason or another, use competing advertising products,” reads the lawsuit .

In response, Google said: “Today’s Justice Department lawsuit attempts to determine winners and losers in the highly competitive ad technology sector. It largely duplicates the unsubstantiated lawsuit filed by the Texas Attorney General, much of which was recently dismissed in federal court.”

This is far from the first time that Google has been accused of abusing its dominant position in the online advertising market. In 2017, Google was fined $2.72 billion for abusing its dominant market position to customize search results. In 2018 on €4.34 billion for using its control of the Android OS to increase its search engine’s dominance in the mobile advertising market. More on $1.7 billion for anti-competitive practices in online advertising in 2019. And finally on 220 million euros for using their services to the detriment of competitors in 2021.



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