, Gannett argues that although the digital ad market has exploded, publishers do not see as much of that money because Google and Alphabet have “acquired and maintain monopolies” for ad tech used to buy and sell ads by linking Google Ads with the AdX exchange where publishers sell their inventory. Google acquiredto help build out its ad tech stack, and Gannett alleges that the company is the “dominant player” for each step of the ad selling process.
“Google controls how publishers sell their ad slots, and it forces publishers to sell growing shares of that ad space to Google at depressed prices,” Gannett said. “The result is dramatically less revenue for publishers and Google’s ad-tech rivals, while Google enjoys exorbitant monopoly profits.” In
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