A federal judge has ruled today that Google is a monopolist in some parts of the online advertising market, marking the second case in a year where the company was discovered violating the US anti -monopoly law. Last August, a federal judge ruled that Google was maintaining An illegal monopoly In search.
Judge Leonie Brinkema of the American Court for Eastern Virginia Identify that Google is illegally exclusively exclusively in the parts of its advertising technology business To dominate the advertising market according to the program, a main source of revenue for the company. Google has created nearly $ 30.4 billion in revenue worldwide last year from placing ads on other applications and websites. Now, a significant part of the sales is threatened by the penalties that can obey Brinkema's decision. ONE The best scenario for US consumers Is a browser experience filled with less ads and more Paywalls and more content options.
In addition to depriving competitors about the competitiveness, (Google), the behavior of customers' customers, the competitive process and finally consumers information on open web, Mitch Brinkema wrote.
Google has been discovered to violate part 2 of the Sherman Act, Cornerstone anti -exclusive law in the United States, by deliberately acquiring and maintaining the monopoly power in the advertising server market of the Publishing House displaying the store and advertising market on the web and advertising. In other words, the way Google binds parts of its advertising technology is considered illegal.
Online advertising ends to consumers after going through a series of publishers linking systems with advertisers. Google has long been considered a ruling tool provider in most steps in this process, which critics think that allows the company to provide priority treatment for its own systems and canned competitors. Some Google services have come through the acquisition, such as buying DoubleClick in 2007.
But Brinkema has rejected the Ministry of Justice's allegations that Google is illegally monopoly for some tools used by advertisers to buy ads, declaring the government's definition of the market is too narrow and unclear. Therefore, Google is not identified as an exclusive person because it involves advertising tools, but it is considered one of the publishers tools to sell advertising space.
The company is based on the fact that not all the plaintiff's requirements stand up in the court. Google's vice president on legal issues, Lee-Anne Mulholland, made a statement about X saying that Google has won half of the case and the company plans to appeal the other half.
The court realized that our advertising tools and our acquisitions, such as DoubleClick, were not harmful to competition. We disagree with the court's decision on our publishers.
The first advertising lawsuit was submitted in January 2023 by the Ministry of Justice and eight states, saying that Google has defeated the illegal competition in the advertising market by acting as a strong intermediary in advertising business and implementing big advertising revenue in this process. Google has argued that there are a lot of competition in the online advertising market. Case Trial in September last yearAnd the ending debates were given in November.
The Ministry of Justice did not immediately respond to a comment on the ruling. Jonathan Kanter, a lawyer monitoring the trial when in the department, written on x The ruling on Thursday was a great victory for the implementation of antitrust, the free and open internet industry and the internet.
Last August, a district judge of District Columbia, Amit Mehta, ruled that Google has maintained illegal monopoly Both in general search and general search text advertising. The Ministry of Justice has proposed that Google should be ordered to promptly and completely divest on its Chrome web browser and also stop paying for partners, such as Apple, to handle incentives on iPhone. Google is fighting with suggestions and a test for Mehta to achieve the final remedy that is expected to start on Monday.
Brinkema has asked Google and the Ministry of Justice to propose a schedule to identify remedies in the case of advertising technology. The company may be asked to sell all its AD tools to publishers due to this process.