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According to the latest rumors, the US government would be ready to sue Google for abuse of a dominant position in the online advertising market. The lawsuit filed by Department of Justice it would be the second antitrust-related one in two years (albeit with two different tenants in the White House).
US government files new lawsuit against Google for online advertising
The news comes from Bloomberg, which reports how Google’s dominance in the online advertising market has come under the Biden administration’s sights. Already contested by the European Antitrust guarantors, the online Ads business is worth more than80% of the proceeds of the Mountain View company.
The judges will have to evaluate the mechanism by which Google offers advertising in searches and also on third party sites through i Google Ads. This would seem to have aroused the executive’s doubts in Washington, which would like more transparency regarding the way in which Google allocates ad slots and how it redistributes revenue.
It seems that the attention ofBiden administration arrivals due to the discontent of the publishers, who would like better compensation from the advertisements that Google publishes on third-party sites. By denouncing Google as a “de facto monopoly” for online advertising.
Google has so far always rejected the accusation of monopoly of the sector, citing competitors such as Meta, AT&T e Comcast. But the company remains the most important player in this area and the US government wants to understand if it does so with anti-competitive methods.
We will keep you updated on this process, for the moment only hypothetical, and on any response from Google once it is made official.