– Photo: Social Media
The US Justice Department and eight states on Tuesday filed a lawsuit against Google for illegally monopolizing the digital advertising market. The lawsuit seeks to break Google’s alleged monopoly over the entire online advertising ecosystem, alleging that it is harming advertisers, consumers and even the US government.
The government alleged in the complaint that Google seeks to neutralize or eliminate competitors in the online advertising market through the acquisition. Google’s anti-competitive practices make it difficult for advertisers to use other competitors’ offerings. It is believed that in America, now an exercise is being done to rein in the big tech companies.
Google’s alleged monopoly harms the free and fair markets on which our economy is based, Attorney General Merrick Garland said at a press conference on Tuesday. They stifle innovation. They harm producers and workers and they increase costs for consumers.
Garland said that for 15 years, Google has followed a pattern of anti-competitive behavior that has stifled the rise of rival technologies. They said Google also manipulated the conduct of online ad auctions to force advertisers and publishers to use its tools.
Damage to small businesses: Google
Google’s parent company Alphabet Inc said in a statement that the lawsuit would slow innovation, raise advertising fees and make it harder for thousands of small businesses and publishers to grow. Currently, digital advertising accounts for 80 percent of Google’s revenue.
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