And it\u0027s killing our news providers
Online advertising is bigger than the stock market in terms of the number of transactions
There’s a decade-plus-long backstory to this scheme. In the mid-2000s, Google transitioned from its role as a search engine into the main intermediary of all online advertising. In 2005, Google had a lot of advertisers that were buying its search ads. It also started to let smaller websites put strips of ads up and gave them a share of the revenue.
Google then had all the elements needed to organize the market. It controlled a lot of advertiser money because it had millions of advertisers who entrusted it with their campaigns through its search engine and ad network; it controlled most publisher ad space through its DoubleClick purchase; and it owned an exchange, AdX, which came with DoubleClick. It also had search data for most users, as well as DoubleClick’s vault of data.
This lawsuit isn’t the only legal problem for Google. Google has monopolized multiple areas of commerce using similar exclusionary tactics, from search to app stores to maps. Google is facing at least five antitrust lawsuits from, and more in Europe. Google’s global revenue now exceeds US$220 billion, and it now makes key decisions on what human beings across the planet find when they go online and search.
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