Google Faces Antitrust Lawsuit for Alleged Digital Advertising Dominance

Google Faces Antitrust Lawsuit for Alleged Digital Advertising Dominance

Google Faces Antitrust , Lawsuit for Alleged Digital , Advertising Dominance.

On January 24, the United States Justice Department, along with eight states, filed an antitrust suit against Google.

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On January 24, the United States Justice Department, along with eight states, filed an antitrust suit against Google.

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'Time' reports that the suit aims to smash the tech giant's alleged monopoly on the online advertising ecosystem.

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The suit argues that Google's control of online advertising presents a hurtful burden to advertisers, consumers and even the U.S. government.

According to the government, Google has asserted its dominance through neutralizing or eliminating rivals and forcing advertisers to use its products.

While speaking at a January 24 press conference, Attorney General Merrick Garland said, , “for 15 years, Google has pursued a course of anti-competitive conduct.”.

According to Garland, Google's efforts have halted the rise of rival technologies and manipulated the mechanics of online ad auctions.

First, Google controls the technology used by nearly every major website publisher to offer advertising space for sale.

, Merrick Garland, United States Attorney General, via 'Time'.

Second, Google controls the leading tool used by advertisers to buy that advertising space, Merrick Garland, United States Attorney General, via 'Time'.

And third, Google controls the largest ad exchange that matches publishers and advertisers together each time that ad space is sold, Merrick Garland, United States Attorney General, via 'Time'.

'Time' reports that the suit was filed in federal court in Alexandria, Virginia.