US District Judge Leone Binkema said today that Google has an illegal monopoly in online advertisement. Google publishers are guilty of “obtaining and gaining and maintaining monopoly power” in the advertising server market that use for websites and use Open-Wab Display Advertising Exchange Markets that match advertisements with websites.
Publishers using Google’s Ad Exchange also needed to use its ad server, which deprived competitive platforms. Google’s “First Look” feature gave its advertisement exchange first to refuse to impression, and the “Last Look” allowed its platform to assess dialects from the contestants before he bid.
Google later rolled out the integrated pricing rules, limiting pricing strategies, which publishers used to reduce dependence on Google advertisements and screen low quality materials, which the court supported Google’s advertisement technical development, damaging rival advertising technical products. The scale of data about advertisers, publishers and users limits Google’s scale and “huge repository” competition.
According to the court, Google’s actions have resulted in significant damage to advertisers, publishers and consumers.
Google may need to divide its publisher advertising server and exchange products, change the future anticomotive practices and how it operates to pay fine. The court has planned to decide on appropriate measures in future hearing.
Today’s antitrust ruling comes as Google Gear to cope with the US Department of Justice on its online search monopoly. Doj plans to push Google to sell its chrome browser.
