U.S. targets Google’s online ad business monopoly in latest Big Tech lawsuit

11 days ago The Japan News

“We are taking action by filing this lawsuit to unwind Google’s monopoly and restore competition to the digital advertising business,” he said in a statement. The government asked for the divestiture of the Google Ad Manager suite, including Google’s ad exchange, AdX. The lawsuit raises concerns about certain products in the ad tech stack, where publishers and advertisers use Google’s tools to buy and sell ad space on other websites. An ad tech divestiture “may not be a game changer but it could be sneaky important to Google’s ad targeting capability,” said Paul Gallant with the Cowen Washington Research Group. I think Google might be more concerned about losing ad tech down the road than people might think,” Gallant said.
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