A UK court has ruled that Google must face a 13.6 billion pound ($17 billion) lawsuit alleging it has too much power over the online advertising market.
Why we care The case could have far-reaching implications for the digital advertising industry. Will this make advertisers spend less on Google?
Driving the news. The Competition Appeal Court in London rejected Google’s attempt to dismiss the case and allowed it to proceed to trial.
The lawsuit, filed by Ad Tech Collective Action LLP, claims that Google’s anti-competitive practices have cost online publishers in the UK money.
It alleges that Google engages in “self-preference,” promoting its own products over its rivals.
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Answer from Google. The tech giant calls the lawsuit “speculative and opportunistic,” and promises to “oppose it vigorously and on the facts.”
Context. This is just one of the many regulatory challenges facing Google:
What’s next? No test date has been set yet. The case has already taken 18 months to reach this stage.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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