24 gen 2023 anni - Jan 24, 2023: Separate, unscheduled Federal case filed in VA over ad monopoly. Google acquired leading ad tech tools to offer, buy, and match advertisers with websites. "In effect, Google positioned itself to function simultaneously as buyer, seller, and auctioneer of digital display advertising." Alleges that with these practices, advertisers paid more to enable higher payouts to website publishers for displaying ads. Comparable to "Goldman Sachs owning the NY Stock Exchange", according to a Google exec.

Descrizione:

The filing alleges that Google has "corrupted legitimate competition in the ad tech industry by engaging in a systematic campaign to seize control of the technology used by publishers, advertisers, and brokers, to facilitate digital advertising."
The filing alleges that Google (1) neutralizes or eliminates ad tech
competitors, actual or potential, through acquisitions; and (2) uses its dominant position
across digital advertising markets to force more publishers and advertisers to use its products
while disrupting their ability to use competing products effectively.
The filing alleges that Google, as a single company with "pervasive conflicts of interest, now controls
(1) the technology used by nearly every major website publisher to offer advertising space for
sale; (2) the leading tools used by advertisers to buy that advertising space; and (3) the largest ad exchange that matches publishers with advertisers each time that ad space is sold. Google’s pervasive power over the entire ad tech industry has been questioned by its own digital
advertising executives, at least one of whom aptly begged the question: “[I]s there a deeper issue with us owning the platform, the exchange, and a huge network? The analogy would be if Goldman or Citibank owned the NYSE.”
"In effect, Google positioned itself to function simultaneously as
buyer, seller, and auctioneer of digital display advertising."

===Wikipedia: Google's acquisitions of ad technology tools and marketplaces===

Beginning in the 2000s, Google gradually increased its presence in the adtech market, with the company acquiring DoubleClick, Invite Media, and AdMeld.[3] The acquisition of DoubleClick received criticism from privacy groups including the Electronic Privacy Information Center (EPIC), who petitioned the Federal Trade Commission (FTC) to scrutinize the deal.[4] The FTC ultimately approved the $3.1 billion acquisition of DoubleClick in December 2007.[5]

By 2021, Google's adtech division was the company's second largest business behind Google Search, generated approximately $31.7 billion in revenue for the company.[2] Jonathan Kanter, the Assistant Attorney General for the Antitrust Division, likened Google's dominance in the adtech market to a situation in which Goldman Sachs or Citibank owned the New York Stock Exchange.[6]

During the 117th United States Congress, a bipartisan coalition of U.S. Senators introduced legislation aimed at breaking up Google and other "Big Tech" companies alleged dominance in the market.[7] The legislation, known as the Advertising Middlemen Endangering Rigorous Internet Competition Accountability (AMERICA) Act, was reintroduced in the 118th Congress.[8]

source: Wikipedia:
https://en.wikipedia.org/wiki/United_States_v._Google_LLC_(2023)#:~:text=Google%20LLC%20is%20an%20ongoing,Sherman%20Antitrust%20Act%20of%201890.
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