U.S. judge found that Google holds illegal monopoly on advertising technology, allowing us to seek a breakup
The ruling makes us think that Google must sell some advertising tools
Google says it will attract people
A week before Google faces another monopoly trial
Google has no monopoly
April 17 – Alphabet’s Google illegally ruled the market for two online advertising technologies, hitting the tech giant and paving the way for U.S. antitrust prosecutors to seek a breakup of its advertising products, the judge ruled Thursday.
U.S. District Court Judge Leonie Brinkema of Alexandria, Virginia, found Google responsible for “intentional acquisition and maintenance of monopoly” in the publisher’s advertising server market and market exchange markets, which are located between buyers and sellers. Publisher Ad Server is a platform used by a website to store and manage its ad list.
She wrote that antitrust executors failed to prove that the company has a monopoly position in the advertiser’s advertising network.
Lee-Anne Mulholland, vice president of regulatory affairs, said Google will appeal the ruling.
“We won half of this case and we will file a lawsuit against our other half,” she said, adding that the company disagrees with its publisher tools’ decision. “Publishers have a lot of choices and they choose Google because our advertising technology tools are simple, affordable and effective.”
Google’s stock fell about 2.1% at noon.
The decision cleared another hearing to determine what steps Google had to do to restore competition in these markets, such as the competition to sell part of its business in another trial that has not been arranged.
The Justice Department has said Google must at least sell its Google Ad Manager, which includes the company’s publisher ad server and advertising exchange.
Google now faces the possibility of two U.S. courts ordering the sale of assets or changing its business practices. A Washington judge will next week be required by the Justice Department to sell its Chrome browser and take other measures to end its dominance in online searches.
Reuters reported in September that Google had previously explored selling its ads to appease European antitrust regulators.
Brinkema held a three-week trial last year on claims filed by the Justice Department and the National Alliance.
Prosecutors said at the trial that Google uses classic monopoly building strategies to eliminate competitors through acquisitions, lock customers in using their products, and control how they trade in the online advertising market.
Google believes that the focus of the case is on the past when companies are still working to enable their tools to connect to competitor products. Prosecutors also overlooked competition from technology companies including Amazon.com and Comcast as digital advertising spending shifted to apps and streaming videos, Google’s lawyers said.
This article was generated from the Automation News Agency feed without the text being modified.
