United States federal scrutiny of Google’s digital advertising operations can be traced back to the Trump administration.
By Bloomberg
Published On 9 Aug 2022
The US Justice Department is preparing to sue Google as soon as next month, according to people familiar with the matter, capping years of work to build a case that the Alphabet Inc. unit illegally dominates the digital advertising market.
Lawyers with the DOJ’s antitrust division are questioning publishers in another round of interviews to refresh facts and glean additional details for the complaint, said three people familiar with the conversations who asked not to be named discussing an ongoing investigation.
Some of the interviews have already taken place and others are scheduled in the coming weeks, two of the people said. They build on previous interrogations conducted during an earlier stage of the long-running investigation, the people said.
An ad tech complaint, which Bloomberg had reported was in the works last year, would mark the DOJ’s second case against Google following the government’s 2020 lawsuit alleging the tech titan dominates the online search market in violation of antitrust laws.
Still undecided is whether prosecutors will file the case in federal court in Washington, where the search case is pending, or in New York, where state attorneys general have their own antitrust case related to Google’s ad tech business, the people said.
The Justice Department declined to comment.
“Our advertising technologies help websites and apps fund their content, and enable small businesses to reach customers around the world,” said Google spokesperson Peter Schottenfels. “The enormous competition in online advertising has made online ads more relevant, reduced ad tech fees, and expanded options for publishers and advertisers.”
The DOJ’s ad tech probe is an example of the federal government’s push to rein in the largest US technology platforms after nearly a decade during which regulators took little to no action. The Federal Trade Commission has sued Meta Platforms Inc. seeking to force it to sell off Instagram and WhatsApp and is investigating Amazon.com Inc. over its control of online retail.
Apple Inc. is also under investigation by the Justice Department related to its tight control over the App Store. These types of probes are difficult, taking years to prepare and resolve as they wend their way from investigation to litigation…