In a landmark legal battle, Google finds itself at the centre of antitrust proceedings as regulators and competitors accuse the tech giant of monopolizing the digital advertising market. Critics argue that Google’s dominance in online advertising stifles competition, inflates ad costs, and limits options for smaller businesses.
The case, which has drawn global attention, could have far-reaching implications for the advertising industry and the future of tech regulation. Regulators allege that Google leverages its control over key parts of the ad supply chain—from its ad exchange to its ad-buying tools—to unfairly edge out competitors.
Google has denied the allegations, asserting that its advertising practices benefit consumers and advertisers by enhancing efficiency and reducing costs. The company plans to vigorously defend itself in court, arguing that its market dominance is the result of innovation and fair competition.
As the case unfolds, industry experts suggest it could set a precedent for how governments regulate tech giants, potentially reshaping the digital economy. The trial is expected to continue for several months, with both sides presenting evidence to bolster their claims.
