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Google's lucrative ad tech business goes on trial
Regulators have successfully argued Google is too powerful in search - now they are coming for its ad tech.
A trial beginning on Monday will hear the Department of Justice's case that the search engine's parent company Alphabet illegally operates a monopoly in the market. At a press conference announcing the DoJ's lawsuit in January 2023, US Attorney General Merrick Garland said Google's actions had allowed it to "halt the rise of rival technologies". Meanwhile, in Justice Brinkema’s courtroom, the arcane process that governs advertising technology could make the DoJ's attempts to prove its case an uphill climb.
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