US Department of Justice files an antitrust suit against Google's ad business

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2023, 11:49 AM GMT+0

The states of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee, and Virginia have joined the case against Google. 

The Department of Justice (DOJ) is filing its second antitrust lawsuit against tech giant Google. The case seeks to divest Google's advertising business, which the DoJ alleges wields an unfair advantage due to market monopoly. 

The Mountain View, California-based company reportedly has access to multiple aspects of the market, like buying, selling, and ad exchanges, which allows for a higher degree of potential leverage. The complaint also alleges that Google's current practices would lead to website creators earning less and advertisers paying more than they would in a non-monopolized market space.

The complaint also alleges that the search engine brand was on track to acquire other businesses to boost its influence in the ad market. The suit claims this would set the stage for its "exclusionary conduct."

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