The U.S. government is targeting the heart of Google’s vast wealth – its highly profitable monopolising advertising technology business
A trial scheduled to begin on Monday 9th September 2024 will scrutinise the Department of Justice’s (DoJ) claims that Alphabet, the parent company of Google, is unlawfully sustaining a monopoly in the marketplace.
In the previous year, the firm amassed over $200 billion (£152 billion) through the placement and sale of online advertisements.
Alphabet attributes its success to the ‘effectiveness’ of its business. Conversely, prosecutors contend that the company has leveraged its market control to stifle competition.
The legal action, launched by the Department of Justice (DoJ) and several states in 2023, charges Google with dominating the digital advertising market and employing its influence to obstruct innovation and competition.
Google asserts that it is simply one of numerous companies that arrange digital advertisement placements for consumers.
The corporation argues that the digital advertising industry is increasingly competitive, citing the growing advertising revenues of entities like Apple, Amazon, and TikTok as proof, as mentioned in a blog post responding to the DoJ’s lawsuit in 2023.
The contentions will be laid out before the U.S. District Judge who is expected to deliver a verdict.
This trial comes on the heels of a notable decision in a separate antitrust lawsuit against Google by the Justice Department last month. Judge Amit Mehta ruled that Google had illegally stifled competition in its online search services.
He reportedly stated that, “Google is a monopolist and has acted as such to maintain its monopoly.”
Alphabet one year chart
