The antitrust lawsuit by the US Department of Justice against Google's advertising business is scheduled to start on September 9, 2024.-The antitrust lawsuit by the US Department of Justice against Google's advertising business is scheduled to start on Monday, September 9th, Eastern Standard Time. The Department of Justice (DOJ) has accused Google of monopolizing the digital advertising market and harming advertisers and content creators. This antitrust trial has the potential to impact the future of online advertising.
$Alphabet-C (GOOG.US)$ -The Department of Justice alleges that Google has used its monopolistic position to unreasonably raise prices that customers pay to display ads, thus squeezing the revenue of website creators. On the other hand, Google argues that there are many choices for buyers and sellers of ads, and customers often use a combination of various advertising platforms. Google claims that the Department of Justice's assertions would hinder innovation, increase advertising costs, and make it difficult for thousands of small and medium-sized businesses and publishers to thrive.
-If the Department of Justice wins, it is likely that Google will be required to separate from at least the Google Ad Manager (GAM), and Google may also face damages lawsuits from advertisers. According to Mr. Damo, given Google's monopolistic position in the internet search and advertising sector, the Department of Justice is primarily concerned with three issues: competitiveness, the dominance of data scale, and resolution of anti-competitive pricing.
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