In theory, when people talk about online advertising, they could be talking about advertising on a variety of platforms. In addition to Google, each social media platform has its own advertising options. Amazon and Bing also have advertising. But for most people, online advertising is synonymous with Google Ads. Google has the largest share of online advertising by far, accounting for almost 29% of the total digital advertising revenue generated in 2021.
The U.S. Department of Justice, along with eight states, is suing Google for allegedly abusing its monopoly on digital advertising. According to the lawsuit, Google systematically aimed to control large portions of the high-tech tools involved in digital advertising so they could control the market.
By filing the lawsuit, the Department of Justice is hoping to force Google to sell all of its ad technology products, including the software it uses to buy and sell ads, the marketplace it uses to complete the transactions, and the service it uses to display ads across the internet. The lawsuit is also seeking to force Google to stop engaging in allegedly anticompetitive practices. Continue reading ›