The U.S. Department of Justice (DOJ) is suing Google, claiming the technology company has monopolized the digital advertising market. This marks the second federal anti-trust suit against Google.
Google has led the digital advertising market for years, although companies like TikTok and Amazon are becoming more viable competitors. Despite the competition, Google still raked in $209B in advertising in 2021, per a briefing from 1440 News, and its 2022 financial report is expected to disclose similar numbers.
The official complaint notes the benefit and importance of a “vibrant internet” in American life but emphasizes the centrality of economic diversity and competition. Section 4 of the complaint claims “the ad tech space is broken,” further explaining,
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. 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.”Google DOJ Advertising Lawsuit – DocumentCloud
Eight states have joined the DOJ in the lawsuit. The case will be reviewed this September.