Google, Facebook's monopoly on online advertising is coming to an end?

Most people are complaining about the same things that we see on Google or Instagram. Similarly, when you visit another website, you are shown ads based on your search history and the question that comes to mind is why?

To answer the same question, 10 US states, led by the state of Texas, have filed lawsuits against Google, accusing the company of maintaining its monopoly in the online advertising market by taking illegal steps. Has been taking illegal steps.

The states say the alleged measures include an agreement with Facebook to use online advertising auctions to their advantage. The lawsuit against Google comes at a time when it is already under pressure from global regulators. Google has denied the allegations and said it would "effectively" defend them in court.

A company spokesman responded: "We have introduced new ad-tech services that will benefit both businesses and consumers." Prices for digital advertising have fallen over the past decade, and so have ad tech prices. Google's ad tech fees are lower than the market average. This is the hallmark of a highly competitive industry.

Facebook has refused to comment on the matter. The lawsuit seeks to seize control of Google's online advertising market after acquiring DoubleClick in 2008. DoubleClick is software that sells ads. About 80% of Google's revenue comes from advertising sales.

The 10 states that have sued Google include Texas, Arkansas, Indiana, Kentucky, Missouri, Mississippi, South Dakota, North Dakota, Utah, and Idaho, all of which have Republican attorneys. These states claim that Google used its status to try to benefit other parts of its business.

For example, it forced advertisers to license their servers. The lawsuit also alleges that the company made low-cost deals with companies that had managed to avoid paying fees through innovation. The lawsuit also alleges that Google entered into a secret agreement with Facebook to terminate its plans to compete in the ad market in exchange for its advantage in the online advertising market. Texas Attorney General Ken Paxton announced the lawsuit in a video released on Twitter, saying: There is corruption during the auction which is against the law.

When you visit the website of a newspaper that you trust, such as the Wall Street Journal or your favorite local newspaper, you will also find ads that have been placed by Google. "However, Google does not disclose to the public how it manages to manipulate these ad auctions and puts money in their pockets and takes illegal advantage of these web pages." He added that the technology company is "extremely powerful" and that it uses its power to influence the market and is hurting every American citizen.

"It's not fair for Google to damage the web pages you use," Paxton said. In other words, if there is a market where prices are set freely and it's like a baseball game, then Google is throwing the ball, playing the game and the umpire is the same.

The lawsuit seeks to increase external pressure and criticism of Google's operations, as it provides results as a search engine and also acts as a broker in the sale of online advertising.

In October, the US Department of Justice filed a lawsuit against the company's monopoly, the main aspect of which is that Google pays billions of dollars every year to ensure that its search engine is available in various Internet browsers and mobile phones. Stay installed. However, Google has always said that it also faces competition from companies like Amazon in the market.

However, it is not the only technology company to be overseen by regulators, but in recent weeks authorities in the UK and Europe have announced new rules that would allow them to monitor major technology companies. Facebook is facing lawsuits over the past month from the Federal Trade Commission and almost all 50 U.S. states for abusing a monopoly.

Over time, large Internet companies have been criticized for influencing global media and content publishing houses. Most news organizations say they are barely able to work because social networks are making more money by publishing news-related content. Last month, Facebook announced that it would pay some news outlets in the UK for writing, while a similar arrangement would be made in the United States.