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The U.S. Department of Justice and 8 states filed an antitrust lawsuit against Google on Tuesday. They have called for the splitting of Google's ad technology business.
The plaintiffs argue that Google has "harmed legitimate competition" by taking control of a "broad array of high-tech tools that publishers, advertisers, and brokers use to create digital ads."
The lawsuit, filed in a Virginia federal court, calls for the reversal of Google's "competing acquisitions," such as its 2007 purchase of ad tool maker DoubleClick. Google says the lawsuit is "an attempt to pick winners and losers in the highly competitive ad technology industry." If Google is forced to split up its digital advertising (SEA) business, it would be another blow to the company. But experience shows that these kinds of lawsuits can drag on for a long time, and by the time the verdict is reached, a lot can already have changed…
