{"id":634787,"date":"2024-09-09T11:36:36","date_gmt":"2024-09-09T08:36:36","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/us-takes-on-googles-ad-tech-empire-in-antitrust-trial\/"},"modified":"2024-09-09T11:36:36","modified_gmt":"2024-09-09T08:36:36","slug":"us-takes-on-googles-ad-tech-empire-in-antitrust-trial","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/us-takes-on-googles-ad-tech-empire-in-antitrust-trial\/","title":{"rendered":"#US takes on Google&#8217;s ad tech empire in antitrust trial"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3e21836168e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3e21836168e\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/us-takes-on-googles-ad-tech-empire-in-antitrust-trial\/#%E2%80%98Lifeblood_to_information\" >&#8216;Lifeblood&#8217; to information<\/a><\/li><\/ul><\/nav><\/div>\n<div>\n<div class=\"article-gallery lightGallery\">\n<div data-thumb=\"https:\/\/scx1.b-cdn.net\/csz\/news\/tmb\/2024\/a-large-google-logo-is.jpg\" data-src=\"https:\/\/scx2.b-cdn.net\/gfx\/news\/2024\/a-large-google-logo-is.jpg\" data-sub-html=\"A large Google logo is seen at Google's Bay View campus in Mountain View, California.\">\n<figure class=\"article-img\">\n            <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/scx1.b-cdn.net\/csz\/news\/800a\/2024\/a-large-google-logo-is.jpg\" alt=\"A large Google logo is seen at Google's Bay View campus in Mountain View, California\" title=\"A large Google logo is seen at Google's Bay View campus in Mountain View, California.\" width=\"800\" height=\"513\"\/><figcaption class=\"text-darken text-low-up text-truncate-js text-truncate mt-3\">\n                A large Google logo is seen at Google&#8217;s Bay View campus in Mountain View, California.<br \/>\n            <\/figcaption><\/figure>\n<\/p><\/div>\n<\/div>\n<p>Google faces its second major antitrust trial in less than a year on Monday, with the US government accusing the tech giant of dominating online advertising and stifling competition.<\/p>\n<p>                                                                                                                                    The trial in a federal court in northern Virginia follows a separate case where a judge last month found Google&#8217;s search business to be an illegal monopoly.<\/p>\n<p>This new battle, also brought by the US Department of Justice, focuses on ad <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>\u2014the complex system determining which online ads people see and their cost.<\/p>\n<p>The US government specifically alleges that Google controls the market for publishing banner ads on websites, including those of many creators and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> providers.<\/p>\n<p>&#8220;Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its dominance over digital advertising technologies,&#8221; the complaint states.<\/p>\n<p>Government lawyers will claim Google has used its financial power to acquire potential rivals and corner the ad tech market, leaving advertisers and publishers with no choice but to use its technology.<\/p>\n<p>They seek to have Google divest parts of its ad tech business.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E2%80%98Lifeblood_to_information\"><\/span>&#8216;Lifeblood&#8217; to information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google dismisses the allegations as &#8220;fundamentally misguided&#8221; and says they violate &#8220;principles of antitrust law that help drive economic growth and innovation.&#8221;<\/p>\n<p>&#8220;The case is also wrong on the facts, which Google looks forward to demonstrating,&#8221; the company said in a court filing.<\/p>\n<p>The company argues that the case is based on an outdated version of the internet, ignoring ads placed in search results, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>s, and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a> platforms.<\/p>\n<p>                                                                                                        <!-- TechX - News - In-article --><\/p>\n<p>                                                                                                                                            Evelyn Mitchell-Wolf, Senior Analyst at Emarketer, said that while the market in question is small compared to the entire advertising ecosystem, it&#8217;s &#8220;the lifeblood to a lot of important information sources for the public.&#8221;<\/p>\n<p>&#8220;I&#8217;m not sure that I have a lot of sympathy&#8230;for the argument that publishers&#8221; should be satisfied with fewer options to do business, she added.<\/p>\n<p>The trial is expected to last at least six weeks and call on dozens of witnesses, with Judge Leonie Brinkema presiding.<\/p>\n<p>Her decision on whether Google has broken antitrust law will come months after the trial. If found at fault, a separate trial would decide how Google should comply with the judge&#8217;s conclusion.<\/p>\n<p>Analysts at Wedbush Securities said that the economic impact of the trial will be limited for Google no matter the outcome.<\/p>\n<p>The business that the government is asking Google to sell accounted for less than 1 percent of operating income this year, they estimated.<\/p>\n<p>Similar investigations into Google&#8217;s dominance of the ad tech business are ongoing in the European Union and Britain.<\/p>\n<p>Meanwhile, the earlier search case has entered the remedy phase, with the US government expected to propose an overhaul of Google&#8217;s search engine business in the coming weeks.<\/p>\n<p class=\"article-main__note mt-4\">\n                                                \u00a9 2024 AFP\n                                            <\/p>\n<p>                                        <!-- print only --><\/p>\n<div class=\"d-none d-print-block\">\n<p>                                                <strong>Citation<\/strong>:<br \/>\n                                                US takes on Google&#8217;s ad tech empire in antitrust trial (2024, September 9)<br \/>\n                                                retrieved 9 September 2024<br \/>\n                                                from https:\/\/techxplore.com\/news\/2024-09-google-ad-tech-empire-antitrust.html<\/p>\n<p>                                            This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no<br \/>\n                                            part may be reproduced without the written permission. The content is provided for information purposes only.<\/p><\/div>\n<\/p><\/div>\n<p><script id=\"facebook-jssdk\" async=\"\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more Like this articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/sciencee\/\" target=\"_blank\" rel=\"noopener\">Science category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/techxplore.com\/news\/2024-09-google-ad-tech-empire-antitrust.html\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A large Google logo is seen at Google&#8217;s Bay View campus in Mountain View, California. Google faces its second major antitrust trial in less than a year on Monday, with the US government accusing the tech giant of dominating online advertising and stifling competition. The trial in a federal court in northern Virginia follows a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":634788,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/scx2.b-cdn.net\/gfx\/news\/2024\/a-large-google-logo-is.jpg","fifu_image_alt":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-634787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sciencee"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/634787","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=634787"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/634787\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/634788"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=634787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=634787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=634787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}