Source: MSN
The trial, led by the US Department of Justice (DoJ), will scrutinise the advertising system that Google uses to generate revenue, which prosecutors claim negatively impacts news publishers. Scheduled to take place in Alexandria, Virginia, the trial will examine Google’s technology that links website publishers with advertisers. In 2023, these tools were responsible for generating over 75% of Google’s $307.4 billion advertising revenue.
According to a Reuters report, the Justice Department and a coalition of states will seek to prove that Google violated U.S. antitrust laws through its digital advertising businesses. Regulators accused the company of dominating the market for digital ad technology by integrating its tools for publishers and advertisers, thereby securing a “privileged position as the middleman.”
The Justice Department alleged that Google controls 91% of the market for ad servers, over 85% of the market for ad networks, and more than half of the ad exchange market. Google has refuted these claims, arguing that it is not obligated to share its technological advantages with competitors and that its products are compatible with those from other companies.
The company highlighted that its market share is 30% or less when accounting for advertising on social media, streaming TV, and apps. Google also contends that the Justice Department’s focus on website ads overlooks the competitive landscape in these growing categories.
Read the full article: https://www.msn.com/en-in/news/other/why-google-s-next-big-legal-challenge-may-start-this-month/ar-AA1pZQrH
