On Sept. 9 the Biden administration formally launched its second attack on the technology company Google.
The administration presented a case to a federal court in Virginia with intent to prove Google illegally profited money in the United States digital advertising market. The alleged total balance came to an amount of $300 billion.
The Department of Justice (DOJ) is exploring the possibility of breaking the company into smaller corporations to prevent monopolies of one company. Monopoly companies are when many companies offer similar but not identical products to the same market.
With the election only two months away, the DOJ is not expected to make a ruling until after the election. Google has already started creating its defense line and adopting strategies for US-based centers and overseas corporations. In August 2023, a 10-week trial was held in Washington D.C. which ruled that Google had used a forced sale tactic to sell their Chrome browser and Android operating system. The presiding judge is Amit Mehta who confirmed on Sept. 6 that he would provide a ruling to the public by August 2025 for Google’s new steps forward. The trial will not be utilizing information from online search artificial intelligence. Google has responded stating they plan to appeal these restrictions.
Looking overseas, Google has found itself in turmoil with many different countries, some of which include a European enforcement action. They are representing the same narrative that Google used anti-competitive conduct for its ad businesses.
Laying out the accusations, Google is looking at charges of controlling funds on the Internet and using pop up ads on users’ web browsers to exchange info like a Stock Exchange. The New York Times and Disney are expected to make statements in court. There are two active cases involving Google and its policies but are being investigated independently and will reach a resolved verdict.
Google generates a large amount of money each year in ads, $74 billion in 2023 alone. Google dominates with 30 cents to every dollar ratio for advertisers. Google is asking judges to investigate tech giants like Amazon, Meta and Microsoft which are all in the same sector.
The DOJ has not made any progress towards that notion. The general view amongst tech companies and users alike is that Google is in trouble, bearing a similar profile to when Meta CEO Mark Zuckerberg was investigated for the exposure of personal data in a massive leak by Meta.
The industry and regulators face the challenge of balancing innovation with fair competition and consumer protection. This ongoing scrutiny underscores the broader debate over how to regulate tech giants in an increasingly digital economy. The outcome of these investigations will reshape the landscape of digital advertising and corporate influence.
