Shulou(Shulou.com)11/24 Report--

According to reports in the morning of January 24, Beijing time, the US Department of Justice plans to file a lawsuit against Google as early as Tuesday local time because of Google's dominant position in the digital advertising market.

The case could be submitted to US federal court by the weekend, according to people familiar with the matter. But the Justice Department has yet to comment. Google also declined to comment.

The lawsuit will be the second antitrust lawsuit filed by the US Department of Justice against Google. Google currently dominates the $278.6 billion (currently about 1.89 trillion yuan) digital advertising market in the United States, controlling most of the market share.

The lawsuit will also be the fifth major lawsuit initiated by the US government against Google's business model. Us state attorneys general have also filed three other lawsuits against Google, accusing the company of violating US antitrust laws because of its dominance in search, advertising technology and Android applications.

Google ranks first in the $626.86 billion (currently about 4.25 trillion yuan) global digital advertising market, with the United States also accounting for the largest share, according to market research firm eMarketer. The advertising business of Google's parent company Alphabet is expected to generate $73.8 billion (currently about 500.364 billion yuan) in US digital advertising revenue in 2023. Google provides advertising buying services for marketers, advertising sales services for content publishers, and creates a fast auction trading platform for both sides.

Google has said that the online advertising market is very crowded and competitive. In documents submitted to the court and testimonies provided to Congress, they said that technology companies, including Amazon, Meta and Microsoft, were all important competitors.

As early as the last US administration, the US Department of Justice began to review Google's dominant position in the advertising technology market. 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 be heard in September.

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