reign Google is under increasing threat. They surround large technicians from all sides, and the battle at the moment is perhaps the most important one at the moment.

The US Department of Justice is filing a lawsuit that could take control of Google’s biggest source of income: digital advertising.

Online Advertising Dominance War: Google vs.

Last Tuesday (24) Department of Justice (DOJ) filed a lawsuit against Google, accusing the company of using its influence and power to create a digital advertising monopoly over the past 15 years.

According to the Department of Justice, the tech giant “undermines legitimate competition in the advertising technology industry by engaging in a systematic campaign to take control of a wide range of high-tech tools used by publishers, advertisers and brokers to promote digital advertising.“. The lawsuit has been filed in federal court in Virginia, and eight other attorneys general have already joined the lawsuit. In 2020, Google faced five antitrust lawsuits (which prevent and denounce a series of violations of the country’s economic order).

And Google is not silent, because they are fighting for their biggest source of income. The company’s response was as follows:Today’s Justice Department process is trying to pick winners and losers in the highly competitive advertising technology industry.“. The company said the lawsuit was based on the same flawed argument that underpinned a similar lawsuit in Texas and would hinder innovation, increase advertising rates and hurt small businesses.

Attorney General Merrick Garland stated in an interview:We do not choose winners or losers, we choose those who violate antitrust laws.“.

Google, in a blog post, said that the Department of Justice “trying to rewrite history”, canceling 12- and 15-year purchases by the advertising technology company AdMeld and double click, which expanded Google’s online advertising empire. “These agreements have been reviewed by regulators, including the Department of Justice itself, and are allowed to go into effect.‘ wrote Dan Taylor, Google’s vice president of global advertising.

There has been a big fight for the dominance of online advertising, where Google has already set the standards that everyone is used to. Be it advertisers or users. But there are issues that need to be discussed and are very relevant, such as how Google accesses research data (via chromium), places (cards) and from the users themselves, collected directly from the sites they frequently visit, because those sites send this data so that ads can appear and they receive their dividends.

The government’s intention is to test the new legal theory, arguing that the courts should consider Google a monopoly because it limits the options available to consumers, not raises prices. The Department of Justice stated that Google “depriving customers of choice, humiliating Google’s own products“.

Recently, India also clashed with Google when android. The company has faced many controversies, and this is not the first nor the last time we see it involved in a similar situation.

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