WASHINGTON — The Justice Department and eight other states filed a historic antitrust lawsuit Tuesday targeting Google over what they allege is the Big Tech giant's monopoly over the online advertising market.
"Monopolies threaten the free and fair markets on which our economy is based," Attorney General Merrick Garland said at a press conference on Tuesday."They stifle innovation, they hurt workers and producers and they increase costs for consumers."
"Having inserted itself into all aspects of the digital advertising marketplace, Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its dominance over digital advertising technologies," according to the lawsuit. "Competition in the ad tech space is broken, for reasons that were neither accidental nor inevitable," the DOJ wrote in the lawsuit."One industry behemoth, Google, has corrupted legitimate competition in the ad tech industry by engaging in a systematic campaign to seize control of the wide swath of high-tech tools used by publishers, advertisers, and brokers, to facilitate digital advertising.
Google exploits a conflict of interest, the lawsuit alleges, since the company controls the technology used to both offer and purchase advertising space, as well as the largest ad exchange on which marketers are matched with publishers.
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