The American federal court recognized Google that violates the antitrust legislation in the field of technology for online advertisements. According to the court’s decision, the company has artificially strengthened the dominance in the markets of advertising platforms and exchanges of digital advertisements, which limit competition.
The lawsuit brought by the Ministry of Justice was aimed at the fact that Google brought its services for advertisements (Publisher Ad Server) and advertisement exchanges through contractual conditions and technical integration. According to the court, this was able to control the most important phases of trading on advertising places, which damages both publishers and advertisers. During the process, special attention was paid to the problem of maintaining Google’s internal correspondence. The court indicated that the company used a messenger who automatically removed the history of chats, making it difficult to collect evidence. However, there were no sanctions for this – the judgment was based on other evidence.
During the hearings of three years, the Ministry of Justice insisted that Google created a closed system that made a profit due to high committees and the lack of alternatives for market participants. The company, in turn, rejected this and called them “separate from reality” and points to all the benefits for small companies.
The decision on the advertising case coincided with the preparation for the new phase of another antitrust process – about the dominance of Google in search services. In the event of a loss, the company risks that restructuring, including the possible separation of the chrome browser. Experts note that the current judgment can influence the global regulation of digital advertisements, which strengthens the requirements for transparency of the platforms. However, the final consequences will only become clear after the profession and potential adjustments to the Google Business Model.
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Source: VG Times
Gregory Robert is a sports aficionado and a writer for “Social Bites”. He provides in-depth coverage of the latest sporting events and trends, offering a unique and knowledgeable perspective on the world of sports.