Alphabet Inc (NASDAQ:GOOG) owned Google faces a major antitrust lawsuit that could reshape its $20 billion ad tech business, according to reports from the US over the weekend
America's Department of Justice (DoJ) has accused the company of monopolising digital advertising through anti-competitive practices.
The lawsuit claims the search giant unfairly dominates the ad tech market by controlling both the tools used by publishers to sell ad space and the platforms businesses use to buy ads.
This includes its ownership of DoubleClick and ADX, which allegedly gives Google control over the entire process of ad auctions.
The trial, set to begin in Alexandria, Virginia, follows similar cases that have resulted in losses for Google, including a ruling that it paid billions to stay the default search engine.
If the company loses, it could face severe consequences, including being forced to divest key parts of its ad tech business.
While Google argues the sector remains competitive, with major rivals like Meta and Amazon, the lawsuit has raised concerns within the company.
Competitors such as Yelp have also filed suits, increasing pressure on the Silicon Valley titan to defend its business model in both the US and internationally, with similar cases in the UK and EU.