Google expected the US government to call for its dissolution, noting that new attacks on its advertising business had been dealt with by a previous court case and accusing authorities of trying to influence the industry.
The search giant has denied allegations made in a lawsuit by the US Department of Justice (DoJ) and eight states that it monopolizes the ad tech market, a decision that included calls to Google so that it at least swarms its exchange and online ad server.
A Google representative said Mobile world live the lawsuit was an attempt by the DoJ to pick winners and losers in the highly competitive ad-tech industry and the lawsuit largely replicated a lawsuit filed by the Texas Attorney General “much of which” was dismissed in federal court in September 2022.
The DoJ says Google “corrupted legitimate competition” by trying to control digital advertising tools.
He claims that Google used “anti-competitive, exclusionary and unlawful means” to eliminate potential competition.
Google hit back, saying the DoJ’s decision would “slow innovation, increase advertising costs” and generally make life more difficult for small businesses and publishers.
In a blog post, Google’s Vice President of Global Ads Dan Taylor explained that the DoJ was also pushing for a pair of acquisitions that it authorized more than a decade ago to be reversed, while noting that the company faced competition from competitors such as Apple, Amazon and Microsoft.
Dan Taylor, vice president of global ads at Google, said the DoJ is demanding it reverse two acquisitions that were reviewed by U.S. regulators, including the DoJ, 12 years ago. He also said competition from advertising companies such as Apple, Amazon and Microsoft increased in subsequent years.
In 2020, the DoJ and 35 US states pushed for Google’s breakup in various lawsuits.
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