A report published by the organization Public Knowledge revealed that many ad companies, news publishers and even consumers themselves are being hurt by Google’s dominance of the digital advertising market.
Several examples were presented in the study that demonstrate a case of monopolization by this company. The research was funded by the Omidyar Network, an organization that promotes the rigorous application of antitrust rules.
“The analysis establishes how Google used a series of acquisitions to build a position of control in the technological ecosystem that offers advertisements on the web and now uses that power to exclude competitors and monopolize the market”, a practice that harms both consumers. like the competition.
One of the authors of the study states that “there is a lot of public evidence suggesting anti-competitive conduct” by Google that violates antitrust laws, so these results will be shared with the Department of Justice and the states for their respective follow-up.
According to the article, “It is estimated that Google, acting as an intermediary between advertisers and publishers, can accumulate around 40 cents of each advertising dollar before reaching publishers. It is likely to be more than what it would earn in a competitive market”.