Google plans to challenge parts of a U.S. District Court ruling that found the tech giant guilty of monopolistic practices in digital advertising. Judge Leonie Brinkema concluded that Google “willfully acquired and maintained monopoly power” in markets related to publisher ad servers and ad exchanges.
These ad technologies are vital for websites and digital publishers to manage and sell advertising inventory. The Department of Justice argued that Google’s dominance in these platforms has harmed competition and innovation in the online advertising ecosystem.
While the court sided with the DOJ on Google’s exclusionary conduct in publisher tools, it did not find the company’s acquisitions of DoubleClick and AdMeld or its advertiser tools to be anticompetitive. Google characterized the decision as “mixed,” affirming its intent to appeal the “adverse” findings.
The DOJ previously pushed for Google to divest parts of its ad business, including Google Ad Manager, as a remedy to its monopolistic behavior.
Source: Swifteradio.com
