PubMatic Sues Google for Alleged Illegal Monopoly Over Ad Technology Market
In a significant move, digital advertising platform PubMatic has initiated legal action against tech giant Google, alleging anticompetitive practices and unlawful monopolization of the ad technology market. The lawsuit, reported by Bloomberg, seeks substantial compensation, though the exact figure remains undisclosed.
This is the second time an ad exchange has taken Google to court, following a ruling in April by a federal judge who determined that Google had illegally dominated the ad exchange and ad server markets. An upcoming trial this month will determine whether Google’s advertising division should be divested due to its anticompetitive practices.
Speaking to Bloomberg, PubMatic CEO Rajeev Goel emphasized that the lawsuit is not solely about financial reparations but about fostering a fair and functioning digital advertising market.
“For years, despite our innovative efforts, we encountered a barrier impeding our progress,” Goel stated. “This obstacle wasn’t due to technical limitations, but rather Google’s alleged monopoly. Every time we adapted or innovated, Google found ways to tilt the playing field in its favor.”
PubMatic assists websites in managing and selling advertising inventory, operating in direct competition with Google Ad Manager (formerly DoubleClick). According to testimonies from Google’s antitrust trial last year, Google had contemplated acquiring PubMatic in 2011, eventually opting instead for the acquisition of ad technology provider AdMeld.
