Google's lucrative ad tech business goes on trial

Google, a major player in the technology world, is currently facing a significant trial that could have major implications for its advertising business. The United States government is challenging the way Google operates its ad tech business, claiming that it has created an illegal monopoly. This trial began on Monday and is crucial because it could reshape the landscape of digital advertising. Last year, Google generated an astonishing £152 billion from its advertising services, which are seen by countless internet users. The Department of Justice argues that Google's success is not just due to the effectiveness of its services, but rather its ability to suppress competition and innovation in the market. Laura Phillips-Sawyer, a law professor at the University of Georgia, emphasized the importance of this industry, stating that it captures billions of consumer dollars annually. She believes that the outcome of this litigation is of interest to all consumers. This is not the first time Google has been in the spotlight for antitrust issues. In August, a judge ruled against Google in a separate case, but the consequences of that ruling remain uncertain. The current lawsuit alleges that Google dominates the digital advertising marketplace and has used its power to hinder competition and stifle new ideas. Google, however, maintains that it is just one of many companies involved in digital advertising and argues that competition is actually increasing, citing the growth of other companies like Apple, Amazon, and TikTok. At a press conference announcing the lawsuit, US Attorney General Merrick Garland stated that Google's actions have allowed it to prevent rival technologies from emerging. The trial will be overseen by US District Judge Leonie Brinkema, who will ultimately decide the case. This trial follows a recent landmark decision in which another judge ruled that Google had acted illegally to suppress competition in its online search business. The judge stated that Google is a monopolist and has behaved as one to maintain its dominance. During the previous trial, Google defended its position by claiming that it leads in online search because it offers a superior product. They are using a similar defense in the current ad tech case. When asked for a comment, Google referred to a blog post where it stated that 'no one is forced to use our advertising technologies – they choose to use them because they’re effective.