The Department of Justice has filed a lawsuit in the U.S. District Court against Google due to its dominant place in the online ad market.
According to many reports, the US Justice Department has filed an antitrust lawsuit against Google concerning its monopoly over the online advertisement market. The news broke by a Bloomberg report that implies the filing of the case will be in Federal court this week.
A bill was introduced in the US senate to curb the influence of Amazon, Apple, and Google in the e-commerce market.
Previously, Google has been scrutinized by the US and EU regulators due to its massive ad tech business that has a strong hold over the market. Reportedly, Google settled an antitrust investigation by the EU without paying a vast fine. Instead, the company offered Youtube to allow third-party ads.
According to Attorney General William Barr, millions of Americans daily rely on the Internet and online platforms. Competition in this sector is crucial, making today’s lawsuit against Google for breaking antitrust rules. He claims it is a landmark case for the Department of Justice and the American people.
With a market value of $1 trillion, Google is one of the most profitable firms in the world and the dominant controller of the internet for billions of users and countless marketers worldwide. Since several years ago, Google has controlled approximately 90% of all US search inquiries. Google has engaged in anticompetitive behavior to keep and expand its search and search advertising monopolies.
Google has the authority to charge advertisers more than it could in a competitive market and lower the quality of its services by stifling competition in advertising. The Department filed the complaint to put an end to Google’s anticompetitive behavior and bring back competition for American consumers, advertisers, and all businesses that are currently dependent on the digital economy.