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The U.S. Department of Justice will launch an antitrust lawsuit against Google’s digital advertising business, it is reported.



On the morning of January 24, Beijing time, according to reports, people familiar with the matter revealed that due to Google’s dominance in the digital advertising market,The U.S. Department of Justice plans to file a lawsuit against it as early as Tuesday local time.

The case could be brought to U.S. federal court by the weekend, the people said.The U.S. Justice Department has yet to comment.Google also declined to comment.

The lawsuit will be the second antitrust lawsuit filed by the U.S. Department of Justice against Google.Google is currently in the US digital advertising market with a scale of 278.6 billion US dollars (currently about 1.89 trillion yuan).take the top spotcontrolling the majority of the market share.

The lawsuit will also be part of the U.S. government’s challenge to Google’s business model.5th major lawsuit.Three other lawsuits have been filed against Google by U.S. state attorneys general, alleging the company has been involved in search, ad tech and android Dominance in the application field violates U.S. antitrust law.

According to market research company eMarketer’s calculations, Google ranks first in the global digital advertising market of US$626.86 billion (currently about 4.25 trillion yuan), and the United States also has the largest share of it.Google’s parent company Alphabet’s advertising business is expected to create a new business in 2023 73.8 billion U.S. dollars (currently about 500.364 billion yuan)of U.S. digital ad revenue. Google offers ad-buying services for marketers, ad-selling services for content publishers, and also creates a quick and easy auction trading platform for both parties.

Google has said the online advertising market is crowded and highly competitive. In court filings and testimony to Congress, they said technology companies, including Amazon, Meta and Microsoft, were among its key competitors.

The U.S. Department of Justice began examining Google’s dominance of the ad tech market as early as the previous U.S. administration. But the Justice Department at the time chose to sue Google’s search business, accusing the company of using exclusive distribution agreements with mobile operators and handset makers to crowd out competitors. The case will go to trial in September.

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