Tech giant Google (GOOGL) is under the radar again for allegedly restricting advertising competition. British journalist, Charles Arthur, has filed a multibillion-dollar case against the UK, alleging that the company has a monopoly on the ad tech market. The business is accused of having a stranglehold on the $4.2 billion UK display ad market through the collective claim.
According to the UK’s Competition and Markets Authority (CMA), which is speculating Google’s dominance in advertising technology, Google owns between 50 and 90 percent of the intricate ad tech intermediary markets that determine which advertisements users see and how much money marketers receive.
The lawsuit seeks $4.2 billion in compensation for the lost revenue to publishers. A former technology editor for the Guardian, Arthur, allegedly claims that Google illegally decreased the amount of money publishers could make from online advertisements by abusing its dominant position in the market.
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This is the second lawsuit the search engine giant faces; a similar case was filed in November by Claudio Pollack, the former Ofcom director, who is suing for about £13.6 billion in damages, reports say. The tech giant has reportedly termed the action “speculative and opportunistic” and stated it will put up a vigorous fight.
The cases involve ad tech, or advertising technology, which determines in a split second which online advertisements customers will see, how much they will cost, and how much publishers will make. For many companies, online display advertising is their primary revenue stream, multiple outlets reported.
In Thursday’s lawsuit, Arthur reportedly claims that Google has abused its position, because of which the prices of ad tech services have escalated. On the other hand, publishers’ ad sales revenues have been unlawfully reduced.
Both legal actions ask the Competition Appeal Tribunal to provide certification for their “opt-out” claims which would immediately include every pertinent publisher involved in the case. These are class actions, and damages could be extremely high. The tribunal requires you to decide which one should lead the collective claim in the absence of a collaboration between Arthur and Pollack.
Although the CMA concluded that Google was the largest provider in three important ad tech categories, the company insists it has numerous rivals. It also claims that its ad tech fees are less than, or on par with, industry averages. However, the US Justice department claimed that Google was an “industry behemoth” that had “corrupted legitimate competition in the ad tech industry…” According to reports, Google requested that the lawsuit be dismissed on Tuesday, claiming that the US government had exaggerated its position in the market.
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