DOJ Sues Google Again To Break Up Its Ad Business

The large information out of yesterday was that the US Division of Justice and several other states has as soon as once more sued Google calling for the breakup of its advert tech enterprise that allegedly monopolizes the US advert market. Google in fact doesn’t agree with this motion.

Nicole Farley does a extremely good job explaining all of this on Search Engine Land, plus there’s a ton of content material written by people and machines consolidated at Techmeme, so test that out. I personally hate masking authorized information however my intestine, this lawsuit will make a giant dent in Google – though, it’s going to doubtless drag out for some time.

Bloomberg wrote, “The lawsuit we’ve got filed right this moment seeks to carry Google to account for what we allege are its longstanding monopolies in digital promoting applied sciences that content material creators use to promote adverts and advertisers use to purchase adverts on the open Web,” mentioned the Justice Division’s antitrust chief Jonathan Kanter in a information convention Tuesday saying the swimsuit.”

Google responds, DOJ is doubling down on a flawed argument that might sluggish innovation, elevate promoting charges and make it tougher for hundreds of small companies and publishers to develop. We’ve already responded intimately to many related claims made within the grievance led by the Texas Lawyer Basic.”

Right here is the DOJ assertion that claims, “As alleged within the grievance, over the previous 15 years, Google has engaged in a course of anticompetitive and exclusionary conduct that consisted of neutralizing or eliminating advert tech rivals via acquisitions; wielding its dominance throughout digital promoting markets to pressure extra publishers and advertisers to make use of its merchandise; and thwarting the power to make use of competing merchandise. In doing so, Google cemented its dominance in instruments relied on by web site publishers and on-line advertisers, in addition to the digital promoting trade that runs advert auctions.”

Did not this occur earlier than? Sure, the DOJ beforehand sued Google in 2020 for this as effectively.

Here’s what some of us within the search trade suppose:

This needs to be a enjoyable yr or so for Google…

Discussion board dialogue at WebmasterWorld.

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