“An open marketplace encourages competition and creativity,” Ferguson said in a statement. “When Google muscles in and dominates the market, everyone loses — except Google.”
This is the fourth time the attorney general has been part of an antitrust lawsuit against Google.
The industry developed tools to automate the process between two key groups: Website publishers and advertisers. When a user on the internet opens a webpage with ad space to sell, the tools almost instantly match a website publisher with an advertiser looking to promote its products or services to an individual user.
The suit asserts that Google’s dominance of the online display advertising market has allowed it to funnel more business through its services, resulting in websites earning less and advertisers paying more. The lawsuit asserts Google violated the Sherman Antitrust Act after a 2008 acquisition of an online advertising company named DoubleClick, a dominant company in online advertising — controlling 60% of the market share. Federal regulators allowed the purchase at the time because they believed enough alternatives existed that there would still be competition.
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