DIGITAL ADVERTISING: US targets Google’s online ad business monopoly in latest Big Tech lawsuit

The lawsuit tackles a business at Google that is responsible for 80 percent of its revenue. The Justice Department asked the court to compel Google to break up its ad technology business.

The federal government has said it is trying to level the playing field for rivals to Big Tech companies including Amazon.com, Facebook owner Meta Platforms and Apple Inc. Eight states joined the department in Tuesday’s lawsuit, including Google’s home state of California.The lawsuit says: “Google has thwarted meaningful competition and deterred innovation in the digital advertising industry.”

The company made a series of purchases, including DoubleClick in 2008 and AdMob in 2009, to help make it a dominant player in online advertising.While Google remains the market leader by a long shot, its share of the US digital ad revenue has been eroding, falling to 28.8% last year from 36.7% in 2016, according to Insider Intelligence.

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