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A federal judge has ruled that Google illegally used its dominance in online advertising technology to boost profits and suppress competition, marking the second major antitrust loss for the company in under a year. U.S. District Judge Leonie Brinkema found that Google abused its monopoly by tightly integrating its ad server and ad exchange, making it harder for online publishers to compete or find alternatives. However, she stopped short of calling Google’s past acquisitions, including DoubleClick and Admeld, illegal.
This ruling follows a separate decision from 2023 that found Google’s search engine practices were also anticompetitive. The Justice Department now moves into a penalty phase, aiming to force Google to divest parts of its ad tech business. Google plans to appeal, maintaining that publishers use its tools by choice due to their effectiveness. Critics, including major publishers like Gannett and News Corp., argue that Google’s control over digital ads has harmed their ability to generate revenue.
This comes as no surprise to publishers that read here. There simply is no alternative available for publishers. I’ve looked for an advertising network for several years, and it is Google or nothing.
As the CEO and founder of Pubcon Inc., Brett Tabke has been instrumental in shaping the landscape of online marketing and search engine optimization. His journey in the computer industry has spanned over three decades and has made him a pioneering force behind digital evolution. Full Bio
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