The massive information out of yesterday was that the US Division of Justice and a number of other states has as soon as once more sued Google calling for the breakup of its advert tech enterprise that allegedly monopolizes the US advert market. Google after all doesn’t agree with this motion.

Nicole Farley does a very good job explaining all of this on Search Engine Land, plus there’s a ton of content material written by people and machines consolidated at Techmeme, so verify that out. I personally hate protecting authorized information however my intestine, this lawsuit will make an enormous dent in Google – though, it would doubtless drag out for some time.

Bloomberg wrote, “The lawsuit we’ve got filed at the moment seeks to carry Google to account for what we allege are its longstanding monopolies in digital promoting applied sciences that content material creators use to promote advertisements and advertisers use to purchase advertisements on the open Web,” mentioned the Justice Division’s antitrust chief Jonathan Kanter in a information convention Tuesday asserting the go well with.”

Google responds, DOJ is doubling down on a flawed argument that might sluggish innovation, elevate promoting charges and make it more durable for 1000’s of small companies and publishers to develop. We’ve already responded intimately to many related claims made within the criticism led by the Texas Lawyer Basic.”

Right here is the DOJ assertion that claims, “As alleged within the criticism, over the previous 15 years, Google has engaged in a course of anticompetitive and exclusionary conduct that consisted of neutralizing or eliminating advert tech rivals via acquisitions; wielding its dominance throughout digital promoting markets to pressure extra publishers and advertisers to make use of its merchandise; and thwarting the power to make use of competing merchandise. In doing so, Google cemented its dominance in instruments relied on by web site publishers and on-line advertisers, in addition to the digital promoting change that runs advert auctions.”

Did not this occur earlier than? Sure, the DOJ beforehand sued Google in 2020 for this as properly.

Here’s what some people within the search business assume:

That is excellent news for Amazon. Amazon has been signing up publishers left and proper. Any type of FUD for publishers will speed up that course of.

— Tony Zara 🪣 (@tonyzara) January 24, 2023

idk, however somebody wants to start out a category motion for his or her #LSA platform which is being fully uncared for..

— Len (@lenraleigh) January 24, 2023

To name this business monopolistic is a gross understatement.🫠

— Alain Machado (@Alainmachado7) January 24, 2023

I imply they kinda have a degree about Google dominance

— dan72ros (@dan72ros) January 25, 2023

You possibly can’t dismantle the advert division from the core google service. It can take away EXACTLY what makes the advertisements so focused… and annoying.

— BenzoJones (@benzojones) January 24, 2023

Plus the timing is a bit ironic with the emergence of bigger-than-ever threats to Google’s search engine dominance.

— Steve Chipman (@SteveChipman) January 24, 2023

Shoppers have selection. There are quite a few advert networks. Google ≠ monopoly.

— Steve Huskey (@TalkNerdie2Me) January 25, 2023

This ought to be a enjoyable 12 months or so for Google…

Discussion board dialogue at WebmasterWorld.