Google, decided to be monopolized in the advertising area, can distribute advertising business

In 2023, the US Department of Justice (The Department of Justice filed a lawsuit against Google on the allegations of competitive practices in the field of digital advertising. Google applied to a federal court in Virginia in 2024 and demanded that the Ministry of Justice filed against him. Despite this request, a new development took place yesterday during the ongoing case process. A federal judge has decided that Google has violated the laws of antitröst by deliberately obtaining and maintaining monopoly in the advertising technology market. According to a statement, the court will determine a briefing calendar and hearing date to determine the appropriate solutions for antitröst violations.

Among the solutions that can be offered can be forcing Google to distribute advertising business. For example, Google may have to sell Google Ad Manager. Google Ad Manager’s Adx Advertising Exchange and Advertising server DFP (DoubleClick for Publishers) used for publishers. Instead, restrictions may be imposed, such as prohibiting priority to its own stock exchange or demand at auction without having to realize any sales of Google.

Judge Leonie M. Brinkema According to the memorandum opinion; Plaintiffs could not prove that open web video advertising networks are a relevant market where Google has a monopoly power. These networks help advertisers buy video ads on the open web, so they are out of closed ecosystems such as Facebook, Instagram and Google search.

On the other hand, the judge said that Google has violated the Sherman law by monopolizing two parts of Google’s Adtech stack, especially by monopolizing DFP and ADX and binding illegally. In this context, the judge said he was guilty of abuse of monopoly power in Google’s publisher.

In the court decision, Google was “deprived of the possibility of competing its competitors”, and referring to the effects on both consumers and media views as customers of the advertising technology system. Google can increase advertising prices as a monopoly without a real competition, and both users who encounter online advertisements as well as to maintain their assets to the media that rely on the media said.

According to shared information; Google’s advertising profit is about 10 percent of the company’s income of $ 31 billion in 2023. According to the US Regional Court, this means that Google controls 87 percent of the advertising market and puts Google into monopoly boundaries.

Lee-Anne Mulholland In his statement, he said:

“This We won half of the case and we will appeal the other half, ”

“The court found that our advertising vehicles and our purchases such as DoubleClick did not harm competition. We do not agree with the Court’s decision on our publisher vehicles. Publishers have many options and their advertising technology tools are simple, affordable and effective because they choose Google.”

In 2024 Who lost the monopoly’s case in search focus Google was preparing to appeal the decision. The judge has not yet made a decision on this case, but in mid -2025, the decision is expected to be made.

Judge Leonie M. Brinkema’s decision represents the pressure shown to technology giants such as Apple, Meta and Amazon, as well as Google’s parent company Alphabet. This week, meta CEO Mark Zuckerberg was on the podium at the hearing of an antitröst case that the US Federal Trade Commission accused of purchasing its possible rivals to prevent competition. In this sense, it is possible to say that technology giants come up more frequently with monopolization cases.