Google monopolised online ad markets, US judge says

WASHINGTON: A US federal judge ruled in an antitrust case on Thursday that Alphabet’s Google illegally monopolised ad software used by website publishers.

With the new ruling, the US Department of Justice (DOJ) may be able to call for the breakup of the company. The department has said Google should at least sell off its Google Ad Manager.

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Prosecutors said that most websites use a trio of Google ad software products —publisher ad servers, advertiser tools and ad exchanger — that make it difficult for website publishers to escape Google’s monopoly.

The online giant that runs the most popular search engine in the world, as well as other applications such as YouTube, is facing another trial in Washington in which the DOJ is calling for Google to have to sell its Chrome Browser and take steps to end its domination of online search engines.

What did the court say in its ruling on Google?

“Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising,” Judge Leonie Brinkema said in her ruling.

“Google further entrenched its monopoly power by imposing anticompetitive policies on its customers and eliminating desirable product features,” she wrote.

“In addition to depriving rivals of the ability to compete, this exclusionary conduct substantially harmed Google’s publisher customers, the competitive process, and, ultimately, consumers of information on the open web.”

Google has already said it will appeal the decision.