Google, because the United States has sued

Google would hold an illegal monopoly on the online advertising market. With this accusation, the Department of Justice and eight US states filed a lawsuit against the Mountain View company, proposing however a clear separation between the corporate activities that concern this sector and all the others, which can be pursued through the assignment by the giant of technological products used for the former.

Google, which collects through its promotional services for companies more than 80% of its revenues, “he used – he notes Attorney General Merrick B. Garland – behaviors anti-competitive, exclusive and illegal to eliminate or drastically reduce any threats to its dominance of digital advertising technologies”.

Particularly, “for 15 years – goes on – Google has pursued a course of action which has enabled it to arrest the rise of rival technologies, manipulate the mechanisms of the rods to isolate themselves from the competition e forcing advertisers and publishers to use its tools”.

The lawsuit, which could go to court in next September, is not the first against Californian big tech. Already in 2020 the department had in fact denounced the company on charges of having tried to illegally protect its monopolistic position in the motor market of search online.

That of the Department of Justice, according to Google’s vice president of global advertising Dan Taylor“an argument wrongwhich would slow down the innovationwould increase advertising rates and it would make growth more difficult of thousands of small businesses and publishers”.

“The department – continues Taylor – asks us to liquidate two acquisitions that have been examine by US regulators 12 years ago (AdMeld) and 15 years ago (DoubleClick)” And “since then, the competition in this area it has only increased”. The department would then be “trying to rewrite history at the expense of publishers, advertisers and Internet users”.

“The current administration – adds the manager – emphasized the value of antitrust enforcement in reducing prices and expanding choice for the American people. We agree. But this lawsuit would the opposite effectmaking it more difficult for Google offer efficient advertising tools”.