Google loses ad tech monopoly trial, faces additional breakups

The verdict is in, and Google has been found to illegally hold online ad tech monopolies. For over a decade, "Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising," tying its publisher ad server and ad exchange together "to establish and protect its monopoly power in these two markets," the ruling said. At trial, the DOJ argued that Google's ad business expanded to choke out competitors and benefit only Google. They argued that Google "rigged" ad auctions, allegedly controlling "multiple parts" of services used to place ads all over the Internet, unfairly advantaging itself in various markets. Now, the search giant—which already is facing down a potential breakup spinning off Chrome to remedy its monopoly in general search—faces threats of additional breakups. While analysts have warned that Google's $95 billion ad empire is "too big" to sell, the DO ... Read full article.