US judge rules Google monopolized online ad tech market

Having won a tribunal ruling that Google had a monopoly successful online advertisement technology, US attorneys could urge that the tech titan beryllium bid to rotation disconnected its advertisement speech operations. Photo: GREG BAKER / AFP
Source: AFP

A US justice connected Thursday ruled that Google wielded monopoly powerfulness successful the online advertisement technology marketplace successful a stroke that could rattle the tech giant's gross engine.

The federal government and much than a twelve US states filed the antitrust suit against Alphabet-owned Google, accusing it of acting illegally to predominate 3 sectors of integer advertizing -- steadfast advertisement servers, advertiser tools, and advertisement exchanges.

It is 1 of 2 national suits targeting Google that could yet spot the institution divided up and curb its power -- and portion of a wider authorities propulsion to rein successful Big Tech.

The immense bulk of websites usage a trio of Google advertisement bundle products that unneurotic permission nary mode for publishers to flight Google's advertizing technology, the plaintiffs alleged -- and District Court Judge Leonie Brinkema agreed.

"Google has willfully engaged successful a bid of anticompetitive acts to get and support monopoly powerfulness successful the steadfast advertisement server and advertisement speech markets for open-web show advertising," Brinkema said successful her ruling.

"Google further entrenched its monopoly powerfulness by imposing anticompetitive policies connected its customers and eliminating desirable merchandise features," she wrote.

"In summation to depriving rivals of the quality to compete, this exclusionary behaviour substantially harmed Google's steadfast customers, the competitory process, and, ultimately, consumers of accusation connected the unfastened web."

The ruling volition astir surely beryllium appealed, prolonging a process that could spell each the mode to the US Supreme Court.

Remedies nether information

Online advertizing is the driving motor of Google's luck and pays for wide utilized online services specified arsenic Maps, Gmail, and hunt offered free.

Money pouring into Google's coffers besides allows the Silicon Valley institution to walk billions of dollars connected artificial quality to stay applicable successful the satellite of computing.

Publishers -- including News Corp and Gannett publishing -- kick that they are locked into Google's advertizing exertion successful bid to tally ads connected their websites.

Brinkema gave attorneys connected some sides of the lawsuit 7 days to taxable a docket for arguing their positions regarding what remedies should beryllium imposed connected Google.

Ordering Google to rotation disconnected its advertisement steadfast and speech operations is apt to beryllium among the plaintiffs' proposals.

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Source: AFP