The United States Department of Justice (DOJ) is looking into Google the leading force in the world for allegedly creating a monopoly in the online advertising technology field.
This scrutiny follows a recent decision against Google for dominating the search engine industry and now a new case has emerged, focusing on its hold, over advertising.
The initial hearing in this case occurred in court in Alexandria, Virginia where lawyers representing Google the DOJ and several U.S. states presented their positions. Government officials argue that Google has gained an unfair edge in the online advertising tech realm by controlling the software that connects advertisers with publishers.
This software, essential for the buying and selling of ads online reportedly enables Google to keep 36 cents from every dollar spent on advertising. Additionally the DOJ claims that Google manipulates the ad exchange market to its benefit further solidifying its dominance, in the digital advertising sphere.
The lawyer representing the DOJ emphasized that, in the realm of advertising Google’s actions have established monopolies creating barriers, to competition.
On the hand Google’s defense argued that the case relies on a perspective of the internet noting that contemporary advertisers now favor platforms like TikTok and streaming services over traditional online advertising.
This legal battle follows a ruling from a court in Washington D.C. where Google faced allegations of compensating companies, such, as Apple with substantial amounts to uphold its search engine monopoly.
The court determined that Googles practice of forming agreements with manufacturers ensured that its search engine remained the option for users further solidifying its market dominance.
