The lawsuit will mark the Justice Department’s second monopoly case against the company, which is the No. 1 player in the $278.6 billion US digital-ad market, controlling most of the technology used to buy, sell and serve online advertising.
The lawsuit would also be the fifth major case in the U.S. challenging the company’s business practices. State attorneys general have filed three separate suits against Google, alleging it dominates the markets for online search, advertising technology and apps on the Android mobile platform in violation of antitrust laws.
The Mountain View, California-based company is No. 1 in the $626.86 billion global digital ad market, according to 2023 estimates by research firm EMarketer, with the U.S. representing the biggest piece. Alphabet’s ad operations are expected to bring in $73.8 billion in US digital ad revenue in 2023. Google runs an ad-buying service for marketers and an ad-selling one for publishers, as well as a trading exchange where both sides complete transactions in lightning-fast auctions.