Tech

Google charged more than twice as much as its rivals in advertising transactions and won 80% of its auctions, says the unedited suit.

According to the lawsuit, Google employees were aware of conflicts of interest in the interlocking system of the company’s advertising tools for buying and selling online ads in real-time auctions.


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Richard B. Levine / Zuma Press

According to Google, Google is reducing 22% to 42% of US advertising spend going through the system. Newly unedited proceedings by the State Attorney General, Sheds new light on how search giants will benefit from their leadership position in the Internet economy.

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The subsidiary undertakes each advertising transaction on that exchange —Marketplace for ad buyers and sellers— According to a Texas-led lawsuit, it is typically two to four times the fees charged by rival digital advertising exchanges.

Friday’s unedited submission to the Federal District Court for the Southern District of New York came after a federal judge ruled last week that many of the antitrust proceedings could be opened.

“”[T]His analogy is when Goldman or Citibank owns the New York Stock Exchange. [New York Stock Exchange]According to the proceedings, a senior Google employee said.

Google called the proceedings flawed and said it was collecting lower-than-industry advertising fees.

The proceedings allege that the company has “locked up” publishers and advertisers and has developed a strategy to help its ad-buying tools win more than 80%. Auction at that exchange, Newly revealed figure. It provides a window to Google’s overwhelming advertising advantage, citing Google Docs, which states that Google delivered 75% of all U.S. online ad impressions in the third quarter of 2018. To do.

The proceedings cite programs with codenames such as Bell, Elmo, and Poirot that helped Google generate over $ 1 billion in revenue.

The Justice Department is investigating the largest tech company in the United States on suspicion of monopoly behavior. About 20 years ago, a similar incident could destabilize Microsoft. The WSJ explains.

The proceedings allege that Google’s business practices have increased advertising spending and that brands pass on to consumers with higher-priced products. Google also claims to limit competition with rival exchanges and limit website options for ad serving.

Write in Keech Heigai keach.hagey@wsj.com And trip mixle Tripp.Mickle@wsj.com

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Google charged more than twice as much as its rivals in advertising transactions and won 80% of its auctions, says the unedited suit.

Source link Google charged more than twice as much as its rivals in advertising transactions and won 80% of its auctions, says the unedited suit.

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