The US Department of Justice (DOJ) is preparing to file a lawsuit against Google over the IT giant’s dominance of the online advertising market. The case is scheduled to go to federal court later this week. About that writes Bloomberg publication citing own informed sources.
The lawsuit marks the second US Department of Justice antitrust case against Google, which dominates the $278.6 billion online advertising market and controls most of the technology used in e-commerce. DOJ officials have not yet commented on the issue regarding the upcoming trial.
The source notes that this is Google’s fifth lawsuit questioning the company’s business practices. Previously, attorneys general filed three separate lawsuits alleging the IT giant’s dominance in web search, advertising and Android apps, accusing the company of violating US antitrust laws.
According to research firm EMarketer, Google is the world’s leading online advertising market with revenue of $626.86 billion in 2023, with the US advertising market share being the largest of any country. The US online advertising market is expected to bring in $73.8 billion in revenue for Google this year. To do this, Google provides ad campaign management services for marketers and ad sales services for publishers, as well as an exchange where both parties can transact and hold auctions.