On April 17, U.S. District Judge Leonie Brinkema declared Google's online advertising business an illegal monopoly, marking the second antitrust ruling against the company in just a year. The judge pointed out that Google has integrated its publisher ad server and ad exchange in a way that solidified its monopoly, backed by anti-competitive policies that eliminated desirable features for customers. This legal scrutiny ties back to Google's 2008 acquisition of DoubleClick, which has been criticized for allowing price manipulation in ad markets. Google plans to appeal the ruling.
For over a decade, Google has tied its publisher ad server and ad exchange together through contractual policies and technological integration, which enabled the company to establish and protect its monopoly power in these two markets.
Judge Brinkema's ruling noted that Google further entrenched its monopoly power by imposing anti-competitive policies on its customers and eliminating desirable product features.
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