DOJ Sues Google Once more To Break Up Its Advert Enterprise

Google Gavel

The big news out of yesterday was that the US Division of Justice and a number of 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 after all 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 examine that out. I personally hate protecting authorized information however my intestine, this lawsuit will make a giant dent in Google – though, it is going to doubtless drag out for some time.

Bloomberg wrote, “The lawsuit now we have filed in the present day 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 advertisements and advertisers use to purchase advertisements on the open Web,” mentioned the Justice Division’s antitrust chief Jonathan Kanter in a information convention Tuesday saying the go well with.”

Google responds, DOJ is doubling down on a flawed argument that may sluggish innovation, elevate promoting charges and make it more durable for 1000’s of small companies and publishers to develop. We’ve already responded intimately to many related claims made within the criticism led by the Texas Lawyer Normal.”

Right here is the DOJ statement that claims, “As alleged within the criticism, over the previous 15 years, Google has engaged in a course of anticompetitive and exclusionary conduct that consisted of neutralizing or eliminating advert tech opponents by way of acquisitions; wielding its dominance throughout digital promoting markets to power extra publishers and advertisers to make use of its merchandise; and thwarting the flexibility 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 alternate that runs advert auctions.”

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

Here’s what some people within the search business suppose:

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

Discussion board dialogue at WebmasterWorld.