Google loses the process in the United States and is considered a monopoly in the advertising industry

Google is now officially a Irregular Tekel in the Internet Advertising Industry. In the United States, the company filed a lawsuit in which the country was accused by market Justice Anti -Speeption practices and damages advertisers and users.

The decision of the regional judge Leonie Brinkema was announced on 17 Thursdays and a new part of a two -year fight in the courts. A mass is still planned and will determine what penalties against the company will be.

What is the accusation against Google in ads?

According to the document with more than 100 pages of argument and revision of the facts, it was responsible for Google “Deprived of the ability to compete with competitors“In the online advertising segment.

In particular, by integrating the two of their own vehicles, they present them to customers through contract policies and technology integrations. Related names Google Advertising Exchange (ADX)The company’s real -time advertising auction platform and Google Advertising Manager with DoubleClick (DFP) for Publishers And it is a service that helps to increase ad recipes.

The first accusation included the monopoly of three segments: Advertising Publishing ToolsA Customer Network and AdsAnd The system that serves as an intermediary in transactions companies and advertisers. Therefore, both companies wishing to advertise and exhibit these materials are limited to a single type of service.

What does the company say about the case

Judge Brinkema The company rejected the first accusation that the company had a monopoly in the screen system This happens outside your own ecosystem, as in sites that do not have a direct relationship with Google. The company sees it as an important victory and will now resort to other issues.

“We do not agree with the Court’s decision on our broadcasting tools. Vehicles have many options and They choose Google because our technological tools are simple, affordable and effective“Said the company’s spokesman Lee-Anne Mulholland, Verge.

What could be to Google as a company?

If the company does not apply to the decision successfully, Google may be in the worst way until it sells one of its advertising tools. This will be a more radical suggestion, but in this case it has not been discarded.

The reason for this is that the US Department of Justice will soon be a new and even more important “tour” against the company in the court. The brand lost its action in another anthritory in August last year, this is the monopoly in the search segment and it has not yet been identified for this action.

In this case, the first advice of the government is that the giant has to disintegrate and market the department responsible for the Google Chrome browser and perhaps even the Android Mobile Operating System unit. Currently, the company is trying to pressure the Donald Trump government to intervene in the decision.