US court regulations Google guilty of illegal monopoly in the advertising technology sector

The Google search engine giant has been found to have an illegal monopoly in the advertising technology sector by the US federal judge, an important decision that has a broad impact on the digital advertising business.

The larger antimonopoly case submitted by the US Department of Justice and several State Attorney Generals including the decision.

The court concludes that Google is unfair to suppress competition and hurt advertisers and consumers by controlling important aspects of the internet advertising ecosystem, such as the publisher platform, ad exchange, and ad purchasing tools.

Also Read: The Court Delays Nigerian $ 150 Million Settings Against Google, Godaddy.com until May 27

In his decision, Hakim Binkema stated, “Google was deliberately involved in a series of anti-competitive actions to obtain and maintain the power of monopoly on the publisher ad server and the ad exchange market for advertisements.” He further explained that Google has strengthened the monopoly by imposing anti -competent policies on its customers, which has a harmful effect on rivals and publishers. The behavior, he said, “Substantially harming Google Publisher customers, competitive processes, and, in the end, consumers of information on the web are open.”

In response, Google vowed to appeal to the decision. “We won half of this case and we will appeal to the other half,” said Lee-Anne Mulholland, Vice President of Google’s Regulation Affairs. “The court found that our advertiser and our acquisition, such as doubleclick, don’t harm competition,” he added.

The main structural drugs, such as the potential for dissolving part of the Google advertising business, can be produced from the decision. Google has stated that it will appeal the decision, claiming that its services offer competition and value rather than coercion.

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