August 8, 2022
Google is trying a new maneuver to fend off an antitrust lawsuit over US digital advertising

Google is trying a new maneuver to fend off an antitrust lawsuit over US digital advertising

Alphabet Inc. is a holding company that controls companies affiliated with the company GoogleA new tactic is being tried to block an antitrust lawsuit over the sale of digital ads in the United States Moved by authorities controlling the market in the country.

According to the American newspaper The Wall Street Journal reported that Alphabet has proposed to separate its online advertising operations from Google’s other businesses. For this, a new agency will be created to look after the issue.

This new company will also be controlled by Alphabet, but There will be no direct link with Google. The change was suggested after a lawsuit was filed in a US court alleging that Google has a monopoly in the digital advertising industry.

However, the US Department of Justice Alphabet wants to sell these assets to another outside companycannot be controlled by holding. Company Mountain View is trying to change the situation to avoid losing this billion dollar market.

It is worth remembering that Google manages all advertising on its own search engine, YouTube, websites and other sites of the company under the brand “Ads”. All this power at hand has raised market regulators in the US.

According to The Wall Street Journal, In 2021 alone, Google will earn just under US$31.7 billion from selling ads on websites and apps.Therefore, this section refers to a Core business of the group.

Mountain View Company Europe also faced similar processesIt launched an investigation into “digital display advertising” and the obligation to use Google Ads for online advertising on YouTube.