Google Faces Fresh Antitrust Trial Over Alleged Monopoly in Online Ad Market

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 Posted on Knowledge24/7 | By Nitesh Srivastava

In a major development shaking the tech industry, "Google is once again in the legal spotlight"—this time, for its "alleged monopoly over the digital advertising ecosystem".

The Second Big Blow to Google 

On Monday, the U.S. Department of Justice (DoJ) launched a high-stakes "Antitrust Trial Against Googl", accusing the tech giant of using unfair and monopolistic tactics to dominate the online advertising market. This comes just months after a judge ruled in favor of the DoJ in a separate case, declaring that Google had "illegally monopolised online search".

This latest trial poses a much larger threat—targeting the very core of Google’s AdTech business, which is responsible for over 75% of the company’s total revenue.

What’s at Stake? 

Google earned more than \$200 billion from online ads in the past year alone. Prosecutors argue that the company unfairly takes up to 36% of advertiser spending by maintaining a closed-loop advertising ecosystem—one that connects advertisers with publishers using Google's own tools on both ends.

The DoJ and a coalition of U.S. states claim that Google’s dominance has harmed competition and journalism, potentially paving the way for a forced break-up of its AdTech operations.

The Specific Allegations 

The government alleges that Google has:

* Monopolised ad servers and ad networks.

* Attempted to monopolise ad exchanges.

* Unfairly bundled tools for advertisers and publishers, making it hard for competitors to thrive.

This, according to prosecutors, gives Google unfair market control and stifles innovation in digital advertising.

Google's Defense 

Google has pushed back against the allegations, stating that:

* Its fees are not excessive compared to competitors.

* Its integrated ad technology offers better performance, faster load times, and increased security.

* Clients still have the option to work with external ad exchanges, contrary to claims of forced exclusivity.

Google’s legal team also criticized the DoJ for focusing only on banner ads and desktop advertising, arguing that the landscape has evolved. They pointed out that user engagement has shifted to mobile apps, videos, and social media platforms, making older metrics and markets less relevant.

What This Means for the Industry? 

If the lawsuit succeeds, it could lead to one of the largest restructurings of a tech company in U.S. history, potentially reshaping the future of online advertising. The case also reflects growing global scrutiny of Big Tech's control over the digital economy.

📌 Stay tuned to Knowledge24/7 for regular updates on this landmark trial and other important tech news from around the world.

Location: New Delhi, Delhi, India

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