In the crosshairs is the online advertising business, which accounts for 80% of Alphabet’s revenues. The trial will start in September.
Other than ChatGPT, the real threat to the Google empire comes from the American antitrust. In the crosshairs is the online advertising business, which accounts for 80% of Alphabet’s revenues. The accusation: a monopoly built through illegal practices designed to neutralize all competition.
The Justice Department and eight US states have sued Google, accusing them of holding an illegal monopoly on the online advertising market. Among the hypotheses on the table is also the so-called “Google stew”, a journalistic term to refer to the hypothesis that a company splits up its main businesses into different companies, often with different owners. The Justice Department, in other words, is proposing the separation of its advertising activities from the company’s other businesses. The Justice Department also asked the court to force Google to divest its Google Ad suite.
The government had already sued Google in 2020 for its monopoly on online advertising and search engines. The process, according to what has emerged so far, could begin next September and will seek to establish Google’s role in online advertising, capable of generating more than 80% of Mountain View’s revenues. Google would use anti-competitive, exclusionary and illegal means to eliminate or greatly reduce any threat to its dominance of digital advertising technologies.
The new, huge, Antitrust investigation against Google: “the advertising business is an illegal monopoly”