U.S. accuses Google of dominating ad tech market as antitrust trial begins
The U.S. government is taking aim at the engine of Google’s immense wealth – its extremely lucrative ad tech business.
A trial beginning on Monday will hear the Department of Justice’s case that the search engine’s parent company Alphabet illegally operates a monopoly in the market.
The company earned more than $200 billion (£152bn) in 2023 through the placing and selling of ads seen by internet users.
Alphabet has argued its success is due to the “effectiveness” of its services – but prosecutors say it has used its market dominance to stifle rivals.
“It is a really important industry that grabs billions of consumer dollars every year,” said Laura Phillips-Sawyer, a professor at the University of Georgia School of Law.
“I think all consumers have an interest in this litigation.”
It is the second major antitrust case the tech giant has faced in the US.
In August, a judge had ruled its dominance of search was illegal, with the penalties Google and Alphabet will face as a result of that decision so far unclear.
