Gannett, the publisher of USA Today, has filed a lawsuit against Google for allegedly monopolizing the advertising technology market. The lawsuit adds to an already extensive list of legal actions against the tech giant for its alleged anticompetitive behavior. In the complaint filed in the Southern District of New York, Gannett claims that Google’s control of the ad tech market has hurt news publishers, stating that online readership has increased while online ad spending has decreased for publishers.
The Allegations
Gannett alleges that Google has conducted a sophisticated, anticompetitive, and deceptive scheme for over a decade. The publisher claims that Google’s control over the largest ad exchange and ad server, both of which were acquired rather than developed, has given the company an unfair advantage over competitors. Gannett argues that digital advertising is the lifeblood of the online economy, and without free and fair competition for digital ad space, publishers cannot invest in their newsrooms.
Similar Lawsuits
The lawsuit echoes arguments made by the Department of Justice in its second lawsuit against Google, which focused on how the company distributes its search product. The DOJ lawsuit similarly alleged that Google illegally maintained a monopoly through its control of multiple parts of the ad selling and buying market. In addition, a group of attorneys general led by Texas also alleged anticompetitive practices over Google’s ad tech products in a 2020 lawsuit.
Google’s Response
Google has not yet responded to the request for comment regarding the lawsuit. However, the company has previously defended its practices, stating that it operates in a competitive market and that publishers have a range of options for selling and buying ads. Google has also argued that it invests heavily in technology that helps publishers monetize their content, and that its advertising products are designed to provide relevant and useful ads to users while respecting their privacy.
In summary, Gannett’s lawsuit against Google alleges that the tech giant has illegally monopolized the ad tech market, resulting in decreased online ad spending for publishers. The lawsuit echoes similar allegations made by the DOJ and a group of attorneys general in previous legal actions against the company. Google has not yet responded to the lawsuit, but has previously defended its practices and stated that it operates in a competitive market.
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