Google begins on Monday, September 22, a series of judicial hearings on Monday, September 22, which will allow a federal judge to govern the dismantling of the advertising activity of the technological giant, claimed by the United States government to end their recently considered illegal monopoly.
This is the second important federal trial for Google this year, after which Mountain’s View group (California, West) was sanctioned for its unrelated domination in online research. Except that in this case, the United States government application to force Google to sell its Chrome browser was rejected by the judge in early September.
A monopoly of digital advertising
Monday’s issue is related to the Google advertising platform, that is, the interface used by the editors of the website to sell advertising spaces and advertisers to buy them.
In an important decision a few months ago, Judge Leonie Brinkema agreed with the United States Ministry of Justice, recognizing that Google had remained illegally in a monopoly situation in digital advertising. It remains to be determined the sanctions and anti-monopoly remedies that are imposed on the subsidiary of the alphabet, which is the issue of the public that begins on Monday.
According to judicial documents, the United States government will argue that Google must be separated from its advertising exchange platform and that you must have the prohibition of exploiting one for 10 years.
In defense, Google should argue that such dismantling is excessive in view of the conclusions of the court on the substance of the case, which is technically impracticable and will damage the entire market, particularly small businesses.
“We said, from the beginning, that the archive of the Ministry of Justice ignored the functioning of digital advertising and ignored the spectacular evolution of the landscape, with greater competition and the arrival of new actors,” said Lee-Anne Mulholland, vice president of Google regulatory issues.
Google sanctioned 2.95 billion euros in Europe
In a similar case, the European Commission, by putting its limit of the EU antitrust authority, inflicted a fine of 2.95 billion euros (3.47 billion dollars) at the beginning of September for its control in the advertising market.
Brussels demanded changes in practices, but resigned from his initial intention to order a dismantling, collecting criticism for this decision considered too indulgent. The hearing that begins on Monday in front of a federal court in Virginia, near Washington, is expected to last approximately one week, before the final allegations a few weeks later.
In the other file, in the monopoly of online research, Google escaped the obligation to sell Chrome in early September. The decision, widely described as a great victory for the technological giant, requires it instead of sharing data with its competitors, among other corrective measures.
The US government had pressed for Chrome to sell, arguing that the browser was a crucial entrance door to the Internet and generated a third of all online research on Google. From this decision, the actions of the Google Matrix Company, Alphabet, have triggered more than 20%.
Judge Brinkema declared during the preliminary hearings that he would carefully examine the result of the other trial, in online investigation, before deciding on the continuation of his own case on advertising.
These cases are part of a series of recent prosecutions, which begin both under democratic and republican administration, to limit non -revealing domain of several large -technologies companies, such as Google, Amazon or Apple, after years of government lenses.
Source: BFM TV
