google faces antitrust lawsuit twice in one year
2024-09-12
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source: cankaoxiaoxi.com
reference news reported on september 11according to afp on september 9, google faced its second major antitrust trial in less than a year on the 9th, with the us government accusing the technology giant of controlling online advertising and stifling competition.
the trial in federal court in northern virginia follows a judge's ruling in august that google was an illegal monopoly in a separate case.
the new battle, also brought by the u.s. justice department, focuses on advertising technology — the complex systems that determine which online ads people see and how much they cost.
the u.s. government has made clear that google controls the market for banner ads on websites, including those of many creators and news providers.
"google has used anticompetitive, exclusionary, and unlawful tactics to eliminate or substantially reduce threats to its control of digital advertising technology," the complaint said.
government lawyers will argue that google used its financial muscle to buy up potential rivals and corner the ad technology market, leaving advertisers and publishers with little choice. they are seeking to have google divest some of its ad technology business.
google countered that the accusations were "fundamentally misleading" and said they violated "antitrust principles that help drive economic growth and innovation."
"there are also factual errors in this case, which google looks forward to demonstrating," the company said in a court filing.
the company said the lawsuit was based on an older version of the internet that ignored ads placed in search results, apps and social media platforms.
evelyn mitchell-wolf, a senior analyst at e-commerce market research firm, said that while the market involved is small compared to the entire advertising ecosystem, it is "a lifeline for many important sources of information to the public."
she added: “i’m not sure i quite agree with the view that publishers should be happy with having fewer options for doing business.”
the trial, presided over by judge leonie brinkema, is expected to last at least six weeks and call dozens of witnesses.
she will rule a few months after the trial whether google violated antitrust laws. if convicted, another trial will determine how google should comply with the judge's ruling.
similar investigations into google's control of its advertising technology business are underway in the european union and the united kingdom.
on the other hand, the earlier search case has entered the correction phase, and the us government is expected to propose a comprehensive reform of google's search engine business in the coming weeks.
