Monopolizing or attempting to monopolize the ad exchange market and Monopolizing the market for the technology used by publishers to offer ads on their websites Our complaint alleges that Google has violated Section 2 of the Sherman Antitrust Act by: That means fewer publishers are able to offer internet users content without subscriptions, paywalls, or other forms of monetization. Second, Google controls the leading tool used by advertisers to buy that advertising space.Īnd, third, Google controls the largest ad exchange that matches publishers and advertisers together each time that ad space is sold.Īs a result of this scheme, website creators earn less, and advertisers pay more. In so doing, Google has engaged in exclusionary conduct to severely weaken, if not destroy, competition in the ad tech industry.Īs detailed in our complaint, we allege that Google's anticompetitive conduct extends to three significant elements of the digital ad buying process.įirst, Google controls the technology used by nearly every major website publisher to offer advertising space for sale.
This exchange runs a high-speed auction designed to identify the best match between a publisher selling internet ad space and advertisers looking to buy it.Īs alleged in our complaint, for 15 years, Google has pursued a course of anticompetitive conduct that has allowed it to halt the rise of rival technologies, manipulate auction mechanics to insulate itself from competition, and force advertisers and publishers to use its tools. This product and process typically involves the use of an automated advertising exchange. When an internet user opens a webpage that has ad space to sell, ad tech tools almost instantly match the website publisher with an advertiser looking to promote its products or services to the website's user. These technologies, which are known as “ad tech,” automate advertising sales by website publishers to online advertisers. We allege that Google has used anticompetitive, exclusionary, and unlawful conduct to eliminate or severely diminish any threat to its dominance over digital advertising technologies.
District Court for the Eastern District of Virginia against Google. Today, the Department of Justice, joined by eight states, filed a civil antitrust lawsuit in the U.S. And as I said yesterday, the Justice Department is committed to doing everything in our power to protect our communities from the gun violence that is leaving no community in this country untouched. Unfortunately, I am going to begin my remarks today just as I did yesterday: offering my condolences to the families of the victims of yet another mass shooting in our country.Īll of us at the Justice Department, including the FBI and ATF, will continue to support the Half Moon Bay community in the difficult days ahead.
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