While the charges against Google for practices anti-competitive keep piling upthe US Department of Justice United States would be willing to sue the tech giant for its dominance within the digital advertising market. Several sources familiar with the matter revealed to Bloomberg that the case should be filed in federal court by the end of the week.
Complaints pile up
Since 2020, Google is accused of taking advantage of its dominant position. Several complaints target the Mountain View-based company for its search engine implemented in the majority of devices, but above all for its monopoly in the digital advertising market.
In early 2023, Alphabet’s subsidiary ranks first in the American market, valued at $278.6 billion, owning nearly all the technology to buy, sell or display advertising online. According to the analysis firm EMarketer, at the level of the international market, estimated at 626.86 billion dollars, Google is also at the top of the ranking.
Google is not at its first setbacks
It’s the second time that the United States Department of Justice intends legal action against Google for its anti-competitive practices. During the summer of 2020, the Californian company was already accused of using the position of its search engine to promote its advertising tools.
Today, Google denies these accusations. On January 12, she asked American judge Amit Mehta to dismiss two complaints against him. The tech juggernaut ensures the digital advertising market is extremely crowded and competitive. It cites Amazon, Microsoft and Meta among its main competitors. A first trial should take place next September. in the lawsuits launched by William Barrformer Attorney General of the United States Department of Justice during the Trump administration.