DoJ Wins Another Victory: Google's Ad Tech Empire Violates Antitrust Laws

Google has an illegal monopoly in online advertising, U.S. District Judge Leonie Brinkema said today. Google is guilty of "willfully acquiring and maintaining monopoly power" in the publisher ad server market that websites use for ads and the open-web display ad exchange market that matches advertisers with websites.

Google Logo Feature Slack
Publishers that wanted to use Google's ad exchange were also required to use its ad server, which disadvantaged competing platforms. Google's "First Look" feature gave its ad exchange the first right of refusal for impressions, and "Last Look" let its platform assess bids from competitors before making its own bid.

Google later rolled out Unified Pricing Rules limiting the pricing strategies that publishers used to reduce dependence on Google ads and screen out low-quality content, which the court says favored Google's ad tech growth while harming rival ad tech products. Google's scale and "vast repositories" of data about advertisers, publishers, and users limits competition.

According to the court, Google's actions have resulted in significant harm to advertisers, publishers, and consumers.

Google could be required to divest its publisher ad server and exchange products, make changes to how it operates to prevent anticompetitive practices in the future, and pay fines. The court plans to decide on appropriate remedies at a future hearing.

Today's antitrust ruling comes as Google gears up to face off with the U.S. Department of Justice over its online search monopoly. The DoJ plans to push for Google to sell off its Chrome browser.

Tag: Google

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Top Rated Comments

turbineseaplane Avatar
8 months ago
Clearly Google should “pull out of doing business in the US”.
Score: 22 Votes (Like | Disagree)
jimimac71 Avatar
8 months ago
Google ads are over the top. They are everywhere. If one is good, twenty are better.
I don't have ad block for my tablets. Funny how the mobile versions of Chrome don't allow ad block.
Yes, people have the right to income but some sites are impossible to enjoy with chronic ads jumping around on the screen.
The problem is not the Chrome browser, it is the ads placed by Google. They have made YouTube a mess.
It is my opinion websites go for the easy way to acquire revenue from Google ads by allowing permission.
Looks like there are no restrictions to what Google can do.
We need to regulate when people are not responsible for doing the right thing.
With YouTube, I get a message claiming blocking ads violates their usage rights.
Remember when it was free to use and upload to?
Google has turned it into a huge money maker, even putting ads in the middle of a video.
I doubt the owner of the video can do anything about it.
That should be the issue for the Government to consider.
Score: 11 Votes (Like | Disagree)
DoubleU Avatar
8 months ago
They’ve got to learn, they don’t own the government, it’s a recurring subscription with optional premium tiers (at an additional cost).
Score: 11 Votes (Like | Disagree)
It’s always something Avatar
8 months ago
A little bit of cash in the right Bitcoin wallet and all this goes away.
Score: 11 Votes (Like | Disagree)
lotones Avatar
8 months ago

Clearly Google should “pull out of doing business in the US”.
I'd be okay with that.
Score: 9 Votes (Like | Disagree)
CalfCanuck Avatar
8 months ago
Arguing that "First look" and "Last look" don't advantage their own platform is a huge hill to climb for Google.
Score: 9 Votes (Like | Disagree)