US judge rules Google held illegal monopoly over online ads, fuelling calls to break up tech giant

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US judge rules Google held illegal monopoly over online ads, fuelling calls to break up tech giant
Online AdvertisementsLetitia James
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WASHINGTON, April 18 — A US judge yesterday ruled that Google illegally wielded monopoly power in the online ad technology market, in a legal blow that could rattle the tech...

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“Google’s monopolies allow it to soak up excessive profits, leaving less for the workers and businesses whose livelihoods depend on online advertising,” said New York attorney general Letitia James, whose state took part in the suit. The vast majority of websites use Google ad software products that, combined, leave no way for publishers to escape Google’s advertising technology, the plaintiffs alleged.

The judge concluded that Google further entrenched its monopoly power with anticompetitive customer policies and by eliminating desirable product features. For Emarketer senior analyst Evelyn Mitchell-Wolf, “the bigger picture is crystal clear: the antitrust tides have turned against Google and other digital advertising giants.”Launched under the presidential administrations of Donald Trump and Joe Biden, five major antitrust cases from the Federal Trade Commission and the US Justice Department are proceeding against major US technology companies.

Online advertising is the driving engine of Google’s fortune and pays for widely used online services such as Maps, Gmail, and search offered free.

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