According to a Justice Department prosecutor, Google aims to take over all sides of online advertising technology as a trial for its antitrust showdown begins.
The prosecutors said that the Alphabet company significantly reigned over the technological infrastructure that funds news flows and websites. This goes across over 150,000 online ad sales every second.
According to Justice Department attorneys, Google used classic monopoly-building strategies to eliminate competitors through acquisitions. Its tactics would push customers to utilize its products. Moreover, the firm is able to control the transactions that take place in the online ad market.
The tech giant’s lead attorney said the department based its claims from the time when the company is still improving its tools’ connection to competitors.
In addition, Google tools can now interoperate with rivals and face tech entities like Amazon and Comcast as digital ad spending favors streaming platforms.
During the trial, prosecutors focused on showing how the Alphabet firm used dominant tech positions to refrain publishers and advertisers from using other tools. As a result, bids through competitor’s products were undercut.
Furthermore, Gannett’s advertising executive testified that Google used its publisher ad server for around 13 years as there were no other realistic options.
Meanwhile, analysts said if there is proof that it broke the law, they would consider prosecutors’ request to sell off the US corporation at minimum.
Privacy Sandbox Adoption by Google may Cost Small Firms
Minor ad-tech companies are sparking worries about competition over the Google cookies alternative, Privacy Sandbox. The concerns were raised as its digital ads sector faces scrutiny from the US and UK.
According to their prosecutors, Privacy Sandbox may give the internet giant too much power over the digital ad market, which could harm competition.
Google’s control across Chrome and Android platforms that commands a substantial share of internet users, makes it necessary to adapt the initiative.
Meanwhile, the investigations and possible tech advancement delays adversely affect smaller ad-tech companies. Additionally, the growing costs of postponed adoption of Privacy Sandbox can damage their competitiveness against well-heeled rivals.
