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Industry argues Google doesn't monopolize advertising if print and TV are counted

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Tech advocacy organizations are arguing that the court should reject the Justice Department's allegation that Google has monopolized digital advertising by making the case that the relevant market is not just online advertising but also print ads, television ads, and the like.

Google, they say, is a much smaller player in that bigger market, and even its hold on the digital market is slipping.Advocates of the tech industry spoke out after the DOJ filed a suit against Google on Tuesday in partnership with eight states alleging that it has control of the advertising technology market.

The lawsuit will attempt to hold Google accountable for"driving out rivals, diminishing competition, inflating advertising costs, reducing website publisher revenues, stymieing innovation, and flattening our public marketplace of ideas" over a 15-year period, Assistant Attorney General Jonathan Kanter said in remarks delivered on Tuesday.

One of the larger questions that the courts will need to address is whether the DOJ's description of Google's market control holds up to muster. “Determining the relevant market is a key threshold question in antitrust enforcement because, with an unreasonably narrow view, nearly anything could be alleged to have monopoly power," Computer & Communication Industry Association President Matt Schruers told the Washington Examiner.

NetChoice and the CCIA receive funding from Google to represent the company's interests in Washington.

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