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Google Faces New Antitrust Trial in US
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A month after a US judge declared Alphabet (GOOG.US)'s Google search engine an illegal monopoly, the company is now facing another antitrust lawsuit, primarily targeting its advertising technology and threatening to break up Alphabet. On Monday, the US Department of Justice, state coalitions, and Google each presented opening statements to a federal judge who will decide whether Google holds a monopoly over online advertising technology. Regulators argue that Google has built, acquired, and maintained a monopoly on technology that matches online publishers with advertisers. Government court documents state that Google holds a dominant position on both the buyer and seller sides of transactions, allowing it to earn up to US$36 cents in profit for mediating sales between publishers and advertisers. They claim that Google still controls the ad transaction market that matches buyers with sellers. Julia Tarver Wood, an attorney with the Justice Department, stated in her opening remarks that one monopoly was bad enough, but now they were facing a triple monopoly. Google argues that the government's case is based on an outdated internet era when personal computers were dominant and internet users carefully typed precise web addresses into the URL bar. Advertisers are now more likely to turn to social media companies such as TikTok or streaming TV services including Peacock to reach their audiences. AAStocks Financial News |
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