Gannett, which owns prominent publications like USA Today and various local newspapers, contends that Google’s extensive control over the online ad business has resulted in reduced ad spending despite increasing online readership. The core of the complaint revolves around Google’s ownership of the largest ad exchange and ad server, both acquired rather than developed organically, which has allegedly contributed to a decline in industry revenue.
In a statement responding to the lawsuit, Google emphasized that its services are popular due to their quality and not because of a lack of competition. Google Ads Vice President, Dan Taylor, stated, “These claims are simply wrong. Publishers have many options to choose from when it comes to using advertising technology to monetize.” Taylor pointed out that Gannett itself utilizes numerous competing ad services, including Google Ad Manager. Google further explained that publishers retain the majority of revenue when they opt to use Google tools, and the company will demonstrate in court how its advertising products benefit publishers and support their online content.
