Google's technology giant was found guilty of monopolistic practices in the digital advertising market. The U.S. national court ruled that the company's actions were anticompetitive and harmed customers.
On Thursday, a groundbreaking ruling was issued on a case that has been electrifying the planet of fresh technologies for months. national justice Leona Brinkema found Google knowingly utilized its dominant position in the online advertising marketplace in a way that violates competition law.
— "The plaintiffs have demonstrated that Google has deliberately taken a number of anti-competitive actions to accomplish and keep a monopoly on the advertising market" “ justice Brinkema said.
In the judgement of the court, although the very acquisition of advertising technology companies specified as DoubleClick was not illegal, the way Google later utilized these acquisitions raises serious legal concerns.
Google: The case is not over yet
Lee-Anne Mulholland, Google's vice president, responded to the court's allegations that the ruling did not completely override the position of the company.
— "The court concluded that our advertising and acquisition tools, specified as DoubleClick, do not harm competition. We won half of this case and in the second half we will appeal” “ Mulholland said.
Time for ‘remedies’
Judge Brinkema appointed 7 days for the parties to present a timetable for the continuation of the proceeding. The aim will be to identify alleged "remedies", which may include, for example, changes in the company's structure or limitations in the way its advertising tools operate. erstwhile that part of the proceedings has been concluded, a final judgement is to be pronounced.
Political background
The case besides has a political dimension. As late as January 2023, during president Joe Biden's term, the US administration filed a suit against Google in a national court in Virginia. The government demanded that the company be forced to dispose of the assets of the seized companies which, according to the accusations, let it to dominate the digital advertising market.
Google has been accused of inflating advertising prices and unfair distribution of gross with media partners. The US government indicated that the technological giant controls the marketplace for banner advertising, including on many news portals, leading to marketplace deformation.
The current president Donald Trump expressed scepticism towards a possible Google divided in October. In his opinion, specified action could weaken the position of the United States on the global stage.
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Google in the US: national justice confirms company's monopoly on online advertising
