Google Against US Ministry of Justice: Analysis of Antimonopoly Luddy Process in Digital Advertising Technologies

The central question in the lawsuits is the use of Google of its advertising products - Doubleclick, Google Ads and Adexchange - to support your monopoly in the Open Web advertising area. According to the Ministry of Justice, Google controls about 91% of the advertising server market for publishers and 87% of advertising networks for advertisers.

"To do for advertising what Google has done to search" is a quote since 2009 from the former Google Executive Director David Rozenblatt, who has become one of the key arguments of the prosecution.

🚀 Google responds to these allegations, denying the definition of the advertising market that the Ministry of Justice. According to Google, digital advertising is a two -way market that includes digital ads and digital ads. Considering this definition, according to Google, its share on the market is only about 10%, and competitors are social media companies, such as Meta and Tiktok, as well as streaming services.

• 📌 The key to the trial is Google requirement for users of its advertising products to use its entire set of advertising tools, which, according to publishers, is necessary to earn more income. Advertisers, in turn, complain that they do not have enough choice to reach large audiences.

🚀 If Judge Leoni Brinkem pleads Google guilty of unscrupulous business practices, the case will move to the next stage designed to find a solution to the problem. The Ministry of Justice and the States involved in the case may try to force Google to sell part of their business in advertising technology, which brings tens of billions of dollars of annual income.

Of particular importance is the fact that this lawsuit happens in parallel with another antitrust business concerning Google's business in the search. In this case, Google may also be forced to sell their Chrome browser and lose other privileges.