US Department of Justice is accusing bigtech of controlling 91% of the ad server market
Over the next few weeks, Google will face its second monopoly trial in the US, due to a lawsuit filed by the United States Department of Justice (DOJ), together with the states of California, New York, Colorado, Virginia, Connecticut, New Jersey, Rhode Island and Tennessee.
After being accused of monopolizing search services, this time, the bigtech returns to the dock to be investigated for maintaining dominance in the market for selling and buying online ads.
According to Reuters, the DOJ alleges that Google controls 91% of the market for ad servers, where publishers offer ad space, more than 85% of the market for ad networks, which advertisers use to place ads, and more than half of the market for ad exchanges.
The case will also highlight the link between the company’s digital advertising monopoly and the decline of newsrooms. According to a study by Northwestern University, a third of newspapers in the U.S. have closed or been sold since 2005.
In response, Google denies the accusations, claiming that there is strong competition between the platform and streaming services, social networks and applications.
