The Justice Department wants to get Google's online advertising business spun off. Indeed, he initiated proceedings against the Alphabet subsidiary on Tuesday, January 24, 2023. A complaint that follows the one filed in 2020. He asserted that the Mountain View giant is one of the main players in broadcasting and auctioning for advertising on websites and applications and that it is abusing this position.

A long-term legal battle is on the way, with major consequences for the industry. The complaint accusing him Google of abusing its monopolistic power in the advertising business is being filed in a federal court in Virginia. According to this complaint, Google's abuse of power penalizes website publishers and advertisers who try to use competing products. Eight states, including California and New York, have joined the Justice Department. Thus, justice is invited to put an end to the “anticompetitive acquisitions” of Google . The same complaint mentions, in particular, the takeover of DoubleClick in 2008, as well as the division of its auction business.

Merrick Garland, le procureur général des Etats-Unis a déclaré lors d' une conférence de presse mardi que “depuis quinze ans, Google takes an approach that has enabled it to curb the rise of competing technologies, manipulate the auction system, protect itself from competition, and force advertisers and publishers to use its tools. The attitude of Google style="font-family: "Bookman Old Style”, “serif""> has heavily penalized, if not destroyed, competition in the online advertising sector.