Google Faces DOJ, 17 States in New Antitrust Trial Over Ad Tech Practices

Sep 9, 2024, 01:25 PM

Google is facing a new antitrust trial brought by the US Department of Justice (DOJ) and a coalition of 17 states, focusing on the company's advertising technology. This trial, which began on Monday in Alexandria, Virginia, marks Google's second major antitrust case in recent months. The DOJ alleges that Google has monopolized the online advertising market, harming competition and driving up costs for publishers and advertisers. The trial could have significant implications for the $677 billion global digital ad market and may lead to the breakup of Google's ad business if the DOJ prevails. Google has defended its practices, stating that its advertising technologies are effective and used voluntarily by customers. The DOJ has described Google's control over the market as an "illegal monopoly" and a "trifecta of monopolies." The outcome of this trial could reshape the future of the online advertising industry.