{"id":35948,"date":"2023-01-31T12:37:11","date_gmt":"2023-01-31T10:37:11","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=35948"},"modified":"2023-09-06T19:21:39","modified_gmt":"2023-09-06T16:21:39","slug":"google-accused-of-ad-technology-monopoly-abuse","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/google-accused-of-ad-technology-monopoly-abuse\/","title":{"rendered":"Google Accused of Ad Technology Monopoly Abuse in the U.S."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"35948\" class=\"elementor elementor-35948\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need to Know in Less Than 50 Words<\/span><\/h2><p><b>The Justice Department&#8217;s antitrust lawsuit, which was joined by a group of states, alleged abuse of power in the online advertising world. This marks the fifth such lawsuit against Google by U.S. officials since 2020.<\/b><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">On Tuesday, the US Justice Department and eight states sued Google, alleging that it illegally abused its monopoly over the technology that powers online advertising. This is the first antitrust lawsuit against a tech giant under President Biden and represents an escalation in legal pressure on one of the world&#8217;s biggest internet companies. The lawsuit claims that Google has &#8220;corrupted legitimate competition in the ad tech industry by engaging in a systematic campaign to seize control of the wide swath of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising.&#8221;<\/span><\/p><p><span style=\"font-weight: 400;\">The lawsuit is seeking to force Google to sell much of its suite of ad technology products, which includes software for buying and selling ads, a marketplace to complete transactions, and a service for showcasing ads across the internet. The lawsuit also seeks to stop the company from engaging in allegedly anticompetitive practices.<\/span><\/p><p><span style=\"font-weight: 400;\">This is the fifth antitrust lawsuit filed by US officials against Google since 2020. Lawmakers and regulators around the world are trying to rein in the power that big tech companies exert over information and commerce online. In Europe, Amazon, Google, Apple, and others have faced antitrust investigations and charges, while regulators have passed new laws to limit social media&#8217;s harms and some practices such as data collection.<\/span><\/p><p><span style=\"font-weight: 400;\">Google has faced particular scrutiny in the United States. In 2020, a group of states led by Texas filed an antitrust lawsuit against it involving advertising technology, while the Justice Department and another group of states separately sued Google over claims that it abused its dominance over online search. In 2021, some states also sued over the company&#8217;s app store practices.<\/span><\/p><p><span style=\"font-weight: 400;\">According to William Kovacic, a former chairman of the Federal Trade Commission, the new lawsuit &#8220;adds another important complication to Google\u2019s efforts to deal with regulators worldwide. There\u2019s a chance one or more of these challenges is going to make its way through and hit the target.&#8221;<\/span><\/p><p><span style=\"font-weight: 400;\">A Google spokesman, Peter Schottenfels, said that the lawsuit &#8220;attempts to pick winners and losers in the highly competitive advertising technology sector.&#8221; He added that it echoes the &#8220;unfounded&#8221; lawsuit led by Texas in 2020 and that the Justice Department&#8217;s latest suit makes a flawed argument that would slow innovation and harm publishers.<\/span><\/p><h3><span style=\"font-weight: 400;\">What Happens Now?<\/span><\/h3><p><span style=\"font-weight: 400;\">The Biden administration is trying to use uncommon legal theories to limit the power of some of America&#8217;s largest businesses. The Federal Trade Commission recently asked a judge to block Meta from buying a virtual-reality start-up, a rare case that argues a deal could harm potential competition in a nascent market. The agency has also challenged Microsoft&#8217;s $69 billion purchase of the video game publisher Activision Blizzard, a notable action because the two companies are not primarily seen as direct competitors.<\/span><\/p><p><span style=\"font-weight: 400;\">The lawsuit on Tuesday describes a campaign by Google to monopolize advertising technology and then abuse that dominance, to the detriment of publishers, advertisers, and ultimately consumers. The Justice Department and the states, which include New York and California, said that Google had built its monopoly by buying up crucial tools that delivered ads to publishers. As a result, advertisers paid more for space on the internet, and publishers made less money as Google took its cut.<\/span><\/p><p><span style=\"font-weight: 400;\">The Justice Department described internal Google documents and other evidence that it believes could help prove its case. In the lawsuit, the agency said that one Google advertising executive had questioned the company&#8217;s market power, asking if there was &#8220;a deeper issue with us owning the platform, the exchange, and a huge network&#8221; and adding that &#8220;the analogy would be if Goldman or Citibank owned the&#8221; New York Stock Exchange.<\/span><\/p><h3><span style=\"font-weight: 400;\">Takeaways<\/span><\/h3><p><span style=\"font-weight: 400;\">The Justice Department and a group of eight states filed an antitrust lawsuit against Google, accusing the company of illegally monopolizing the technology that powers online advertising. The lawsuit seeks to force Google to sell much of its ad technology products and stop engaging in allegedly anticompetitive practices. This is the fifth antitrust lawsuit filed against Google by U.S. officials since 2020.<\/span><\/p><p><b>Source:<\/b> <a href=\"https:\/\/www.nytimes.com\/2023\/01\/24\/technology\/google-ads-lawsuit.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">NY Times<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/35948#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The Justice Department&#8217;s antitrust lawsuit, which was joined by a group of states, alleged abuse of power in the online advertising world. This marks the fifth such lawsuit against Google by U.S. officials since 2020. On Tuesday, the US Justice&#8230;<\/p>\n","protected":false},"author":21,"featured_media":35949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/","category_name":"Ad Platforms"},{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/google-ads\/","category_name":"Google Ads"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[],"article_types":[180],"staff_picks":[],"promotions":[],"class_list":["post-35948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platforms","category-all","category-google-ads","category-marketing","category-marketing-news","category-research","article_types-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=35948"}],"version-history":[{"count":5,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35948\/revisions"}],"predecessor-version":[{"id":38160,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/35948\/revisions\/38160"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/35949"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=35948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=35948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=35948"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=35948"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=35948"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=35948"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=35948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}