HomeTech NewsUS must sue Google for 'monopoly' in digital ad market

US must sue Google for ‘monopoly’ in digital ad market

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The United States Department of Justice (DOJ) must sue Google in seeking to reduce its dominance in the digital advertising market. The information was confirmed by more than one source for Bloomberg.

According to these people, the lawsuit is the second antitrust lawsuit filed by the agency against Google, and it is based on complaints from several publishers and websites.

Many advertisers say that Google is not transparent and does not report in detail where ad dollars go, specifically how much is kept by the company and how much is passed on to publishers.

Furthermore, the purchase of DoubleClick and AdMob helped Google become a dominant player in the online advertising market.

Image/reproduction: Andrew Kelly/Reuters.
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In its defense in other lawsuits, Google alleges that its ad ecosystem competes with Facebook, AT&T and Comcast in the United States. Therefore, there would not be a monopoly in the sector.

Furthermore, Google’s market share has been slowly falling from 36.7% in 2016 to 28.8% last year.

For now, the Department of Justice and Google have not commented on the matter. In any case, the process could result in more wear and tear for the Mountain View company.

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