Will Google's advertising tech be declared a monopoly

Google defends its advertising technology against accusations of monopolistic practices in a trial led by the U.S. Department of Justice. The case explores whether Google's advertising technology qualifies as an illegal monopoly. U.S. District Judge Leonie Brinkema will deliver a ruling by the end of the year, with potential follow-up hearings focused on remedies if the government prevails. The Justice Department, along with several states, argues that Google should divest its ad tech business, which significantly contributes to its revenue. They assert that Google monopolizes the "open-web display advertising" market, highlighting the dominance of its DoubleClick technology on various websites and its expansive Google Ads network. Additionally, the Google AdExchange plays a role in speeding up auctions that link advertisers with publishers. The Justice Department claims that Google's practices threaten news organizations' revenue through high transaction fees. 

In its defense, Google emphasizes that the case targets a narrow part of the advertising market and claims its overall market share drops to around 25% when considering the broader online advertising landscape. Google argues the lawsuit originates from a few competitors and major publishers, asserting that its technological investments benefit consumer outreach. Google opposes any requirement to change its technology or share resources with competitors, arguing this does not align with U.S. antitrust law. The trial in Virginia differs from another case in Washington, D.C., where Google’s search engine has been labeled a monopoly without final remedies established. The Justice Department aims to impose penalties that could include the sale of the Chrome browser, which Google describes as excessive and misaligned with fair regulatory practices. Learn more on this news visit us at: https://greyjournal.net/

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