Ad\u002Dtech litigations could win billions for publishers if successful
Advertisement 8The DoJ suit says that thereafter Google used its dominant position to both raise prices and entrench its position. For example, it says, Google forcedto use AdX and DFP if they wanted access to the company’s advertising demand, and the company allegedly “manipulated its publisher ad server to give the Google-owned AdX the opportunity to buy publisher inventory before it was offered to any other ad exchange.
Unlike the ad tech claim being brought in the U.K., the DoJ claim does not seek damages for publishers in its action — instead asking the United States District Court for the Eastern District of Virginia to give damages to the U.S. government and eight U.S. states. In terms of the timeline, another DoJ lawsuit against Google, focusing on its dominance in search, was filed in October 2020 and is expected to go to trial
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