London’s Daily mail owner DMG Media sues Google for monopoly over ad business

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London’s Daily mail owner DMG Media sues Google for monopoly over ad business

On Tuesday, DMG Media, owner of a British MailOnline newspaper Daily Mail, had filed a lawsuit against Google LLC. in the US District Court in New York over accusations that the world’s largest internet service provider’s abuse of advertising industry power, had been petering out newspapers’ revenues for the contents that they were producing, becoming the latest to join a string of groups and lawmakers who had filed similar litigations against Google and Facebook lately.

On top of that, the Federal lawsuit filed against Google LLC. alongside its parent company Alphabet Inc., had also alleged that the Mountain View, California-based tech conglomerate had long been governing the tools which could be exploited to manipulate ad inventory sales along with spaces on publishers’ pages where the ads could be placed, while Google had also been controlling the tools that determines the place where the ads would be placed on users’ search results.

Besides, addressing to a lack of transparency on Google’s behaviour regarding its treatment of third-party contents and ad sales, the lawsuit said, “The lack of competition for publishers’ inventory depresses prices and reduces the amount and quality of news available to readers, but Google ends up ahead because it controls a growing share of the ad space that remains”.

Google calls Daily Mail lawsuit claims meritless

In tandem, while the lawsuit alleged that Google was fostering a long-running history of punishing publishers who did not pledge allegiance to its practices, calling the lawsuit claims “meritless” and “inaccurate,” Google said in an inevitable repercussion late in the day, “The use of our ad tech tools has no bearing on how a publisher's website ranks in Google Search.

The Daily Mail itself authorizes dozens of ad tech companies to sell and manage their ad space, including Amazon, Verizon and more.