Google will face allegations of abusing its dominance of digital advertising technology at a jury trial set for September 9, brought by the U.S. Justice Department and a coalition of states.
In response, Google denied the claims and suggested that should the lawsuit succeed, it would “slow innovation, raise advertising fees, and make it harder for thousands of small businesses and publishers to grow.”
Why we care. The outcome of the landmark case could bring significant changes to Google and publishers. But it’s equally possible the trial will result in no changes and Google will be free to continue operating however it wants.
What Google is saying. Dan Taylor, Vice President, Global Ads, said in a statement:
- “Antitrust cases shouldn’t penalize companies that offer popular, efficient services, particularly in difficult economic times.”
- “We’ve spent years building and investing in our advertising technology business to support a vibrant, open web. We will vigorously contest attempts to break tools that are working for publishers, advertisers, and people across America.”
Trial date. The Justice Department, along with Virginia and other states, had sought a July date for the trial in Alexandria, Virginia. However, U.S. District Judge Leonie Brinkema explained in an order that a summer trial would have presented logistical challenges, reports Reuters.
What the U.S. Justice Department is saying. Associate Attorney General Vanita Gupta said in a statement:
- “The Department’s landmark action against Google underscores our commitment to fighting the abuse of market power.”
- “We allege that Google has captured publishers’ revenue for its own profits and punished publishers who sought out alternatives.”
- “Those actions have weakened the free and open internet and increased advertising costs for businesses and for the United States government, including for our military.”
Additional lawsuits. In a separate legal matter, Google is set to go to trial in March 2025 in a U.S. federal court in Texas. This trial involves a similar lawsuit from Texas and other states challenging Google’s ad tech practices.
In a third case, closing arguments are anticipated to be heard in May by a U.S. judge in Washington, D.C. This case involves lawsuits from the U.S. Justice Department, Colorado, and other states, focusing on Google’s dominance in web search.
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Deep dive. Read our Google antitrust trial guide for a breakdown of everything you need to know.
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