Could be sold if ruled a monopoly: Google on trial in the US

12PUNTO FOREIGN NEWS

Prosecutors from the US Department of Justice have prepared an indictment against Google, alleging that the company has become a monopoly in the advertising market. In the trial that began on Monday (September 9) in the state of Virginia, prosecutors claimed that Google has established a rigid dominance in the online advertising market and has pursued a strategy to strengthen and maintain its 'monopoly' position through technologies it has developed and acquired.

Court documents allege that the company's dominance over software used on both the buy and sell sides allows Google to earn up to 36 cents on the dollar when it mediates commercial relationships between publishers and advertisers.

Prosecutors claim that Google also controls the ad exchange market, where the buyer side is matched with the seller side.

Department of Justice official Julia Tarver Wood said in her opening statement, '(Google's) monopoly in one area is bad enough. But here we have a triple monopoly situation.'

Google argues that the prosecution's indictment is based on 'outdated internet practices,' stating that advertisers are now more likely to turn to social media companies like TikTok or streaming services like Peacock TV to reach audiences.

Google attorney Karen Dunn compared the government's case in her opening statement to 'a time capsule containing a Blackberry, an iPod, and a Blockbuster video card.'

In the main trial regarding the alleged advertising technology monopoly, which began on Monday in the city of Alexandria, Virginia, a jury trial was initially considered. However, Google wrote a check for more than 2 million US dollars to the federal government to invalidate the only claim requiring a jury, forcing a bench trial. The main lawsuit against Google consists of a combination of several different case files. 

If Google loses the case, the company could face a 'forced breakup.' This means that US judicial bodies could initiate a legal process for the company to be sold and split into several different companies.

The trial is expected to conclude within a few weeks.

News Source: 12punto