The great newspaper publisher in the U.S. is taking on one of the humans ’s gravid tech corporations in court . USA Today ’s parent company Gannett file a cause against Google and its parent company Alphabet Inc. on Tuesday over alleged anti - competition maneuver in digital advertising .
Gannett , which have some of the nation ’s biggest and longest - consort newspapers , say in thefilingthat Google is rigging the scheme that ’s used for advertizing sales on publisher websites . Part of Gannett ’s advertising rely on actual - clock time ad sale that are conducted in the milliseconds it learn for one of the paper company ’s web page to load up . Those real - metre gross sales occur through a publisher ad server and an advertizing exchange , and harmonize to the cause , Google have 90 % of the publisher ad server marketplace and 60 % of the ad exchange market . With that large footprint in the digital advertizement marketplace , Gannett alleges that Google is able-bodied to manipulate the veridical - time process of selling ads .
The lawsuit claims that Google procured this alleged monopoly over several year . In 2007 , Google acquired DoubleClick for $ 3.1 billion , which became the technical school heavyweight ’s advert server and commutation , as well as AdMeld , an advertising program , in2011for $ 400 million to bolster its own advertising infrastructure for publisher . As report byThe New York Times , former Google executive Timothy Armstrong called the DoubleClick acquisition “ a full game modifier ” which help the massive tech corporation become the advertising monolith it is today .
USA Today is one of Gannett’s largest and most recognizable properties.Image: Win McNamee (Getty Images)
“ These claim are just wrong . publisher have many options to choose from when it add up to using publicizing technology to monetize – in fact , Gannett uses dozens of competing advertizement services , include Google Ad Manager , ” Google Ads frailty president Dan Taylor told Gizmodo in an email . “ And when publisher choose to habituate Google tool , they keep thevast majorityof receipts . We ’ll show the court how our advertising Cartesian product benefit publisher and help them fund their capacity online . ”
Gannett ’s case is not the only time Google has been in the antitrust crosshairs with paying attention to its ad recitation . Last calendar week , Google was hit with a lawsuit from the European Union , which may require the company to sell off some of its ad - tech serve . Google is also the centering of two like lawsuits from the Department of Justice anda coalition of Attorneys Generals from 10 State . The Justice Department alleges in its lawsuit , register in January , that it “ corrupted lawful competition in the ad tech manufacture by engaging in a systematic cause to seize control of the wide belt of high-pitched - technical school tool used by publishers , advertisers and brokers , to ease digital advertising . ”
AdvertisingAlphabet Inc. Criticism of GoogleDigital marketingGoogle
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