DOJ files suit against Google for 'monopolizing' digital advertising
Robin Bradshaw, Hearst
US Attorney General Merrick Garland speaks during a news conference at the Justice Department building in Washington, DC, on January 24, 2023 in filing civil suit against Google.
STEFANI REYNOLDS/AFP via Getty Images
A civil antitrust suit against Google was filed for monopolizing multiple digital advertising technology products, referred to as the "ad tech stack," that website publishers depend on to sell ads, advertisers rely on to buy ads and to reach potential customers, according to a press release from the Department of Justice.
As a result of its illegal monopoly, and by its estimates, Google pockets more than 30% of the advertising dollars, the press release said, adding that flow through its digital advertising technology in many cases, Google pockets much more.
Google's global network business generated approximately $31.7 billion in revenues in 2021 and now controls the digital tool that nearly every major website publisher uses to sell ads on their website, according to the Department of Justice. Additionally that Google controls the dominant advertiser tool that helps millions of large and small advertisers buy ad inventory, and it controls the largest advertising exchange.
"Today's complaint alleges that Google has used anticompetitive, exclusionary, and unlawful conduct to eliminate or severely diminish any threat to its dominance over digital advertising technologies," Attorney General Merrick B. Garland stated. The Justice Department and the Attorneys General of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee, and Virginia filed a civil antitrust suit against Google.
Civil suit against Google for "monopolizing" digital advertising.
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The complaint stated, "Over the past 15 years, Google has engaged in the course of anticompetitive and exclusionary conduct that consisted of neutralizing or eliminating ad tech competitors through acquisitions, wielding its dominance across digital advertising markets to force more publishers and advertisers to use its products, and thwarting the ability to use competing products. In doing so, Google cemented its dominance in tools relied on by website publishers and online advertisers and the digital advertising exchange that runs ad auctions."
The Google search litigation is scheduled for trial in September 2023.
Robin Bradshaw
Robin Bradshaw is a digital reporter. A Texas native, she graduated from Texas A&M University-Corpus Christi with a Bachelor of Applied Science in Legal Studies. She was a reporter for Gannett in South Texas before her role at Hearst. She covers an array of story angles. Contact her at robin.bradshaw@hearst.com for any tips or story leads.