HANDE BERKTAN
The US Federal Court for the Eastern District of Virginia has sued search giant Google for its exclusive dominance in the digital advertising market. The Justice Department filed the lawsuit, claiming that the tech giant illegally monopolized the online advertising market.
The 155-page lawsuit, filed in the Eastern District of Virginia, states that Google’s purchases to strengthen its advertising division have effectively forced advertisers and publishers to use their work to the detriment of rival advertising firms.
The indictment states that Google uses unconventional, exclusionary and illegal techniques to competition to eliminate or significantly reduce any threat to its dominance over digital advertising technologies. In the lawsuit, attention is drawn to the process that started with Google’s purchase of DoubleClick, which develops advertising tools on the Internet, for $ 3.1 billion in 2008.
This is the second Justice Department lawsuit against Google, which is a major player in the digital advertising market in the United States and controls many of the technology used in the buying, selling and publishing of online advertisements. The digital advertising market in the USA has a size of 279 billion dollars.
Experts state that the lawsuit differs from the monopoly lawsuit filed in 2020 regarding Google’s dominance of the online search market and various complaints in the European Union.
