Google loses the 2nd American antitrust case, this time about his online advertising platform – National

Alphabet Google Illegally dominates two markets for online advertising technology, a judge ruled Thursday, who gave the technical giant another blow and free up the way for us antitrust Justice officers to look for an apart from his advertising products.

US District Judge Leonie Brinkema in Alexandria, Virginia, found Google liable for “Intentional acquiring and maintaining monopoly power” in markets for publisher -advertisement servers and the market for advertisements that are between buyers and sellers.

The decision paves the way for another hearing to determine what Google should do to restore the competition in those markets, such as selling parts of his company during another test that still has to be planned. It is the second judgment of the court that Google has an illegal monopoly, after a similar judgment in a case during online search.

Publisher advertisement servers are platforms used by websites to store and manage their digital advertisement -inventory. Together with advertisements, news issues and other online content providers can earn money by selling advertisements. Those funds are the ‘lifeblood’ of the internet, Brinkema wrote.

“In addition to depriving rivals about the possibility of competing, this exclusive behavior has the customers of Google, the competitive process and, ultimately, information about information on the open web, significantly damaged,” wrote Brinkema.

However, Antitrust enforcement officers have not proven separate claim that the company had a monopoly in advertising networks, she wrote.

Lee-Anne Mulholland, vice-president of regulatory matters, said that Google appeals against the ruling.

“We have won half of this case and we will appeal against the other half,” she said, adding that the company does not agree with the decision about the publisher’s tools. “Publishers have many options and they choose Google because our advertisement -technical tools are simple, affordable and effective.”

Google’s shares fell by approximately 1.6%in the afternoon. Experts previously told Reuters that the financial hit of a loss in the case would be minimal for the technical giant that is best known for his search engine.

The DOJ has said that Google must at least sell his Google Ad Manager, including the ad server of the company and advertisement.

Google has previously investigated the sale of his advertisement to appease European antitreulent arguments, Reuters reported in September.

Canada’s Competition Bureau has also charged Google About alleged anti-competitive behavior last year in online advertising services.

Michael Ashley Schulman, Chief Investment Officer at Running Point Capital, called the pronunciation a “large bending point” for Google and the technology sector, which underlines the willingness of American courts for “aggressive structural remedies” in antitrust cases.

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“This could increase the risk premiums for the regulations in large technical shares, especially those such as Amazon and Meta who operate comparable integrated ecosystems,” he said.

Meta Platforms is rightly in a separate antitrust case that is being filed by the American Federal Trade Commission that accuses the owner of Facebook, WhatsApp and Instagram of keeping an illegal monopoly in personal social networks. The FTC has accused Amazon.com of dominating online retail markets. The DOJ has also sued Apple and claims that it has a smartphone monopoly.

Those matters were pursued during both Republican and Democratic administrations, including the first and second term of the US President Donald Trump, who demonstrate the permanent two -fold profession of antitrust’s antitrust.

Google is now confronted with the possibility that two American courts order to sell assets or change its business practices. A judge in Washington will hold a trial period next week at the request of the Doj to have Google sell his Chrome -Browser and to take other measures to put an end to the dominance in online search.

During a trial period of three weeks last year on Google’s advertising activities, the Doj and a coalition of states argued that Google used classic monopoly construction tactics. That tactic included eliminating competitors through acquisitions, locking customers to use its products and to check how transactions took place on the online advertising market, said prosecutors during the test.

Google argued that the case focused on the past, when the company was still working to enable its tools to connect to products from competitors. Prosecutors also ignored competition from technology companies, including Amazon and Comcast, because digital advertisements shifted to apps and streaming video, said Google’s lawyer.

– With an extra file from Global News