EU Mounts New Antitrust Assault to Break Up Google's Ad Business

describing such lawsuits as an “attempt to pick winners and losers in the highly competitive advertising technology sector.”of the antitrust argument is Google dominates every corner of the business, paving the way for an unfair advantage over competitors.

The EU complaint argues that Google set up its buy-side and sell-side platforms to illegally favor its own ad exchange, which is called AdX. For example, the EU complaint says Google let its system place bids for AdX after everyone else’s bid was already in, so AdX could beat its rivals in favorable auctions. Practices like these ensured ad tech customers would have to use AdX, allowing AdX to charge higher fees than it would be able to otherwise, the complaint said.

As a consumer, you might wonder why you should care. So what if a bunch of ad tech business boys can’t make a few extra dollars? But the ad tech economy is the backbone of the internet, and if Google slurps up all the profits, that makes it much harder to run a company that makes all the content you enjoy .

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