Google has asked a judge to dismiss the Justice Department’s lawsuit claiming it monopolizes online advertising technology. Google argues that the agency created a market for the case but failed to prove Google controls over 70% of it.
Google stated that the antitrust enforcers artificially defined markets, excluding key competitors like Facebook, Instagram, Amazon, and TikTok, who also compete in online ad sales. Google emphasized that mobile apps and social media should be considered in market share calculations.
The lawsuit alleges Google monopolizes online advertising technology, allowing it to retain a significant portion of advertisers’ spending. Google is accused of favoring its own ad tools by using rival bid information and directing more bids to its platforms, harming other advertising exchanges.
Google stated that even within the manipulated market definition, its share did not reach the 70% threshold typically required for monopolization cases in this region. Google referenced two past cases that indicated a company must have at least 70% market control to be considered a monopoly.
The Justice Department claimed Google controlled approximately 50% of the advertising exchanges market, which facilitates the buying and selling of online ads.
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