Google has an illegal monopoly in advertising technology, the rules of the American judge

Google has been described as a monopoly by a federal judge for the second time in less than a year, this time to exploit some online advertising technologies illegally to enhance profits, which leads to the provision of $ 1.8 trillion.

The provincial judge in the United States, Leonu Brentka, in Alexandria, Virginia, has spent that Google had illegally monopolized the publisher advertising servers and the market for advertising exchanges, sitting between buyers and sellers. She wrote that the fight against monopoly had failed to show that the company was involved in the networks of advertisers.

“For more than a decade, Google has linked the publisher’s advertising server and exchanged ads together through contractual policies and technological integration, which enabled the company to create and protect its monopolistic power in these two markets.” Brinkma Books. “Google is firmly monopolistic power by imposing anti -competition policies on its customers and eliminating the desired product features.”

The ruling comes in the wake of a separate decision in August 2024 that concluded that the search engine bearing the name Google illegally benefited from its dominance to strangle competition and innovation.

Although the anti -monopoly organizers prevailed in both cases, the battle is likely to last for several years as Google tries to veto the two monopoly decisions in appeals while moving forward in the new technological limits and very profitable of artificial intelligence.

The next step in the latter case is a penalty phase that is likely to start in late this year or early next year.

In a statement, Google said it would appeal the ruling.

“We are not facing the court’s decision regarding our publisher tools,” said Li Malholland, Google’s deputy head of organizational affairs. “The publishers have many options and they choose Google because our advertising technology tools are simple, affordable and effective.”

Fears of the two parties

After the US Department of Justice targeted the search engine everywhere in Google during the first administration of President Donald Trump, the agency went itself after the company’s lucrative digital ads network in 2023, when Joe Biden was president, in an attempt to undermine the power that Google gathered since its inception in Jaraj Wadi Silicon in 1998.

The 115 -page decision centers on the marketing machine spent the past 17 years in construction around the search engine, other products and services widely used, including Chrome, YouTube and digital maps on a large scale.

The system was largely built around a series of acquisitions that started buying a 3.2 billion dollars of Google of Doubleclic ads in 2008. American organizers agreed to deals at that time before they realized that they had given Mountain’s revenues, California, a platform for manipulating prices in the ecological system that depends on a wide range of sites on its revenues and saving connection Vitumen for those who are proportional.

The lawyers of the Ministry of Justice argued that Google built and maintained the dominant market positions in a technical trilogy used by the web publishers to sell the advertising space on their web pages, as well as the technology used by advertisers to obtain their ads in front of consumers, and exchange ads that make automatic auctions in fractures from a second for purchases and the seller.

As she did in the research case, Google and her father’s alphabet denied the allegations of the Ministry of Justice. Their lawyers have argued that the government is largely dependent on its issue on an old concept of the market, which was present a decade ago while reducing a very competitive market to announce spending that includes the likes of parents ’platforms in Facebook, Amazon, Microsoft and Comcast.

The market did not include as it was drawn in the case of the Ministry of Justice advertisements that appear on mobile applications, or the flow of television services, or other platforms that Internet users have increased, which prompted the Google Karen Dunn lawyer to compare the government’s definition “time capsule with BlackBerry and IPod and a great video card” during its opening statement when the experience started last September.

Google returned to the court next week

In the trial, the lawyers of the Ministry of Justice emphasized the harm of news publishers who grew up from the alleged Google dominance of the market.

Witnesses of Gannett, the USA Today and other newspapers, news corp. The Wall Street Journal, on the difficulties they faced and what they said was the lack of alternatives to Google Advertising Technology. Government lawyers have argued that these companies rely on online ads to finance their news operations and make their articles free for consumers on the Internet.

Now, the government is in a position to try to dismantle the Byzantine advertising system. When the case was submitted more than two years ago during the Biden administration, the Ministry of Justice confirmed that Google should be forced to sell, at least, the producer of the advertising manager, which includes the technology used by web publishers and advertising exchange.

Meanwhile, the so -called “treatment” sessions are scheduled to start in the case of monopoly on Monday in Washington, DC, where the lawyers of the Ministry of Justice will try to persuade the American boycott judge Amit Mihit to impose a comprehensive penalty that includes a proposed condition on Google to sell the chrome web.