US Accuses Google

Google's Ad Monopoly on Trial: Accuses Google of Monopolizing Digital Advertising Market

The US government has filed a lawsuit against Google’s ad tech division. The lawsuit filed by the US Department of Justice (DoJ) accuses Google of monopolizing in the digital advertising market. 

While, Google’s parent company Alphabet argues that its achievements stem from the quality of its offerings, rather than engaging in monopolistic practices.

Second Antitrust Case Faced by Google

This is the second major antitrust case against Google. A judge had previously ruled that Google had illegally dominated the search engine market, but what exactly that will mean is yet to be seen. The antitrust case is part of Biden's administration strategy of using antitrust laws in order to try and rein in the power of big tech.

Notably, this was filed by the DOJ and a coalition of US states back in 2023, citing allegations that Google has too much power in the online advertising market and ultimately hurts the growth of rivals.

Google on the Digital Advertising Market

Google has countered, in defense against the lawsuit, that the online advertising market is an extremely competitive industry dominated by top players such as Apple, Amazon, and TikTok.

"Google is far and away the largest seller of advertising on earth. They touch every part of the industry, if not directly, then indirectly. Everyone has an interest in Google one way or another," said Brian Wieser, an advertising consultant and financial analyst.

Google has focussed on serving small enterprises and content creators among whom it intends to summon as expert testimonies during the proceedings. Google said, "Breaking it up would "halt progress in innovation, increase costs for advertising, and complicate the expansion prospects for small businesses."