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Google digital advertising class action lawsuit overview:
- Who: British journalist Charles Arthur has filed an antitrust lawsuit against Google LLC.
- Why: Arthur claims Google is violating competition laws and harming rival website and application publishers by allegedly monopolizing the digital advertising technology market.
- Where: The lawsuit was filed with the UK’s Competition Appeal Tribunal.
Google LLC is violating competition laws with its digital advertising technology market and has been costing its rivals hundreds of thousands in profits since 2014, a new class action lawsuit alleges.
Plaintiff Charles Arthur, a British journalist, claims the tech giant has been giving its own Google services a leg up by allegedly illegally restricting competition in the digital advertising market, reports Law360.
Arthur reportedly argues Google’s website and application publishing rivals have lost as much as 19% in total revenue that they would have otherwise earned since 2014 — if not for the company’s alleged misconduct.
“Google has inserted itself between advertisers and publishers in the online display ad market by riding a wave of technological development that it claims has brought benefits to publishers,” Arthur said, in a statement, reports Law360.
Arthur reportedly wants to represent a class of 200,000 website and application publishers who claim to have been injured by Google’s allegedly anticompetitive conduct.
Google’s conduct has caused publishers to suffer ‘billions of pounds,’ says suit
Arthur is requesting a total of £3.6 billion in damages, the same amount that he argues Google’s open display advertising market was estimated to be valued at in 2022, reports Law360.
“As a result of Google’s conduct publishers have suffered losses running into billions of pounds,” Arthur reportedly said, in a statement.
Google’s open display advertising market includes website and application publishers that want — with the help of third parties — to sell banner advertisements and video advertising space, reports Law360.
Arthur reportedly argues, however, that Google owns companies and services on both sides of the market, something he claims allows the company to favor its own products and services while shutting others out.
A spokesperson for Google has denied the allegations, calling them “speculative and opportunistic,” reports Law360.
Last November, the Competition and Markets Authority announced that it was investigating an alleged duopoly formed between Google and Apple in the markets for mobile browsers and games.
Do you believe Google has monopolized the digital advertising technology market? Let us know in the comments!
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