Alphabet Inc's Google will face a lawsuit in September by the Department of Justice (DOJ) of the United States (US) on charges that the company illegally dominates the digital advertising market.
This matter was disclosed by several sources who did not want their identities to be known, saying that the DOJ is actively conducting a comprehensive investigation including conducting a series of interviews in the collection of evidence.
However, the validity of this matter cannot be determined as the DOJ is seen as refusing to comment further on the actual matter.
However, the DOJ and Google have been up and down in court since 2020 after there were complaints about the company's ad technology illegally dominating the search market (search engine) by violating antitrust laws.
It is the latest push from the federal government in its efforts to rein in the US tech giant's platform after a decade of regulators being seen as lagging behind antitrust laws.
Revealing issues with Google's digital advertising operations can be traced back to the administration of former President Donald Trump.
At the time, the company was also sued by the attorney general over its search business, alleging that Google used exclusive exposure deals by bringing in wireless and phone makers to prevent competition.
In response, Google said their ad technology will help websites and apps fund their content in addition to finding customers for small businesses.
Commenting the spokesperson named Peter Schoottenfels, competition in online advertising has made online advertising more relevant and reduced technology fees and expanded options for ad publishers.
It's worth noting that Google controlled nearly 28.6% of the $211.2 billion in US digital ad spending last year.
