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DOJ poised to sue Google over digital ad market dominance

The lawsuit would be the second federal antitrust complaint filed against Google, alleging violations of antitrust law in how the tech giant acquires or maintains its dominance. The Justice Department lawsuit filed against Google in 2020 focuses on its monopoly in search and is scheduled to go to trial in September.

The lawsuit is expected to take an aim at Google’s advertising business, which is responsible for some 80% of its revenue. In addition to its well-known search, which is free, Google makes revenue through its interlocking ad tech businesses, which connect advertisers with newspapers, websites and other firms looking to host them.

Advertisers and website publishers have complained that Google has not been transparent about where ad dollars go, specifically how much goes to publishers and how much to Google.

While Google remains the market leader by a long shot, its share of the U.S. digital ad revenue has been eroding, falling from 36.7% in 2016 to 28.8% last year, according to Insider Intelligence.

Category: Technology

Source: NYPost Technology

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