Tech

The monopoly case was lost by the search engine

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The case against Google in the U.S. Against Monopole and Arbitrary Competition in the ad tech market: The Google Ad Manager case

Brinkema will have the chance to change the direction of the business. The Justice Department asked the court to require the sale of some pieces of the internet giant’s ad technology business.

During the three weeks it took for the DOJ to come up with their case, it was argued that Google had illegally monopolized three different markets in the ad tech space. They also argued that Google illegally tied together their publisher ad server and ad exchange in violation of antitrust law. The upshot, according to the government, is that Google collects monopoly profits at the expense of publishers and advertisers, who have a worse experience with no real alternatives.

The ad tech case is in the U.S. The case was filed in 2023 and concerns an intricate web of programs that sell ad space around the web. The software that includes the Google Ad Manager conducts split-second auctions to place ads when a user loads a page. That business generated $31 billion in 2023, or about a 10th of the overall revenue for Google’s parent company, Alphabet.

The vice president of regulatory affairs for the company said in a statement that they won half of the case and will appeal the other half. “The Court found that our advertiser tools and our acquisitions, such as DoubleClick, don’t harm competition. We disagree with the Court’s decision regarding our publisher tools. Publishers have many options and they choose Google because our ad tech tools are simple, affordable and effective.”

Google, on the other hand, argued that the government’s whole view of the market was contrived and not based in reality. Google’s tools help publishers and advertisers make money, and the fact that it has tools in different parts of the market just helps them work well together to consumers’ benefit, they said. They argued that the government just wants to dictate how it can do business because of the legitimate business reasons for their behavior.

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