U.S. States File Updated Antitrust Complaint Against Alphabet’s Google, Marketing & Advertising News, AND BrandEquity
Texas-led group of US states have filed amended lawsuit against Alphabet Inc’s Google, accusing the tech giant of using coercive tactics and breaking antitrust laws in efforts to boost business already dominant advertising.
The updated allegations are the latest in a series of regulatory checks by Google on its practices. The tech company faces several lawsuits, including one by the Justice Department for monopoly practices.
Earlier this week, Google lost an appeal against a $ 2.8 billion European Union antitrust ruling.
The amended US lawsuit, filed in New York federal court on Friday night, accuses Google of using monopoly and coercive tactics with advertisers in its efforts to dominate and drive out competition in online advertising.
The lawsuit also highlights Google’s use of a secret program dubbed âProject Bernankeâ in 2013 that used auction data to give an edge to its own ad purchases. For example, in an iteration of the program in 2015, Google reportedly dropped the second-highest bids in publisher auctions, accumulated money in a pool, and then spent that money to only inflate bids belonging to advertisers who used the auction. Google business ads. Otherwise, they likely would have lost the auction, the states said.
Neither Alphabet nor the Texas attorney general’s office immediately responded to requests for comment on the trial.