Feds Accuse Google of Digital Ad Monopoly in New Lawsuit

The Justice Department singled out the U.S. Army as one advertiser allegedly harmed by Google’s market dominance. A Google employee quoted in the Justice Department’s press conference described Google’s ad exchange as an “authoritarian intermediary.”

You might think of Google as a technology company with an advertising business, but really its the other way around. The search giant has its fingers in nearly every part of the ad industry. The company’s biggest money maker is Google Search, where promoted results in user queries drive the vast majority of its revenue. And together with Chrome, the world’s most popular browser, Search gives Google control of the world’s biggest funnel of consumer data.

Antitrust law in the United States evolved to a point where a company is often considered a monopoly only if it raises prices for consumers. That doesn’t happen with Google, at least in any direct way, because most of its services are free. As a result, Google and much of the tech industry have escaped regulatory oversight.The DOJ alleged Google was “depriving customers of choice by degrading Google’s own products” in its press conference.

The Biden administration wants to change that. If the DOJ lawsuit suceeds in breaking up Google, it will spark a new era of the web. Trillions of dollars that used to get sucked up by a single company would spread across the internet, reshaping how we experience our world in ways that are hard to predict. But the DOJ has a difficult hill to climb in terms of legal arguments before we get there.

Google is going to own each and every one of you and your children and the children of your children. They’re building a life profile on everyone. Just check your app permissions and you’ll see they have access even to how your ass smells. Good luck understanding this.

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