Google parent company Alphabet wants to drop lawsuit over online advertisements | Tech

Last year, the lawsuit over advertising on Google started. The company can charge incredibly high margins for online advertising. In addition, the tech group would keep competing providers of advertising space out of the market with its advertising tools and access to all kinds of information.

Google has those capabilities because it dominates the market. American justice estimates Google’s market share at at least 50 percent.

Alphabet says prosecutors invented markets specifically for this case. The accusations would not include competitors in the field of online advertising, such as Facebook, Amazon and TikTok. If their advertising activities are included, Google’s market share will be significantly lower, Alphabet says.

Alphabet also points to previous court decisions. This shows that a monopoly can only be said to exist if a company controls at least 70 percent of a market.

It is not the first American competition case against Alphabet. A few years ago, the company was accused of breaking the law with its dominance of the search engine market.

The big tech companies are also under fire in Europe. Last month, the European Commission (EC) opened an investigation into Apple, Google and Meta for alleged violations of rules intended to limit their power.

Apple and Google are still too much in the way of app developers, the Commission fears. The tech companies would thwart app developers if they wanted to send their users to offers outside their own app stores without additional payments.

Just as in America, the EC is investigating whether Google refers enough to competitor services in its search results. The company may mainly send users to its own services, such as Google Shopping and Google Flights.

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