A federal judge determined Thursday that Google illegally acquired it and monopolized advertising technology. This was the second time in less than a year, and the high-tech giant was discovered in violation of antitrust laws.
US District Judge Leonie Brinkema has found that Google has more monopolized than two of the three markets in the ad technology space.
“The plaintiffs demonstrate that Google is intentionally involved in obtaining and maintaining exclusiveness for Open-Web Display Ads in order to gain and maintain exclusiveness in the Publisher Ad Server and the ad exchange market,” Brinkema wrote Thursday.
“For over a decade, Google has been linking publisher ad servers and ad exchanges through contract policies and technology integration. This has allowed the company to establish and protect its monopoly in these two markets,” she continued.
The ruling is another major blow for Google after another federal judge ruled in August that it dominated online searches.
Google is scheduled to head to court next week for search cases. The Department of Justice (DOJ) proposal opposes the proposal that it would be forced to sell from the Chrome browser.
DOJ and Google allegedly a case of advertising technology during the two weeks of September, just a month after the groundbreaking antitrust ruling against the high-tech giant.
The government claimed that Google monopolizes three different markets in the ad technology space. One publisher market, another market for advertisers, the third connecting two aspects.
It accused Google of using acquisitions to tie the products together to eliminate competition and strengthen its control over online advertising.
Google claimed there is one unified market for advertising technology that has expanded beyond online ads to include apps, social media and connected television. In this market, he highlighted that tech companies face competition with Microsoft, Meta, Amazon and Tiktok.
BRINKEMA has found an ad exchange market that is primarily ally of DOJ in the market layout of the ad technology space, connecting publishers and advertisers.
– Updated at 11:53am
