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A $17 billion UK ad tech lawsuit must be faced by Google

The UK court lawsuit towards Google alleges it abuses its dominance within the online advertising marketplace, and might continue to trial.

A UK court has dominated that Google should face a £13.6 billion ($17 billion) lawsuit alleging it wields an excessive amount of energy over the web advertising and marketing market.

Why we care. The case may want to have some distance-achieving implications for the virtual advert enterprise. Will this cause advertisers spending much less on Google?

Driving the news. The Competition Appeal Tribunal in London rejected Google’s try and disregard the case, permitting it to continue to trial.

The lawsuit, introduced with the aid of Ad Tech Collective Action LLP, claims Google’s anticompetitive practices have cost UK online publishers money.

It alleges Google engages in “self-preferencing,” promoting its very own merchandise over rivals.


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