Gannett alleges in the lawsuit, filed today in Manhattan, that Google is able to manipulate the real-time process of selling ads.
filing
that Google is rigging the system that’s used for ad sales on publisher websites. Part of Gannett’s advertising relies on real-time ad sales that are conducted in the milliseconds it takes for one of the newspaper company’s web pagesthrough a publisher ad server and an ad exchange, and according to the lawsuit, Google owns 90% of the publisher ad server market and 60% of the ad exchange market.
The lawsuit claims that Google procured this alleged monopoly over several years. In 2007, Google acquired DoubleClick for $3.1 billion, which became the tech giant’s ad server and exchange, as well as AdMeld, an advertising platform, in
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