Google asserted that, on average, large publishers utilize six different platforms to sell ads on their websites, while advertisers and media agencies employ over three platforms to purchase ads. The tech giant also maintained that its ad tech fees are transparent and aligned with industry rates.
Gannett’s allegations closely align with those made by the DOJ in its January lawsuit (alongside eight states) aimed at dismantling Google’s advertising business. The DOJ accused Google of engaging in anticompetitive behavior, creating high barriers to entry, forcing competitors out of the market, and disadvantaging remaining competitors. This was the second lawsuit filed by the DOJ against Google, following a 2020 suit that targeted the company’s search and search-related advertising monopoly.
