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WASHINGTON – The Justice Department has accelerated an investigation into Google’s digital advertising practices and may file an antitrust complaint against the internet giant before the end of the year, two people with knowledge of the government’s thinking said on Wednesday .
The investigation focuses on Google’s power in the digital advertising market, examining how the company is using its dominance in auctions and advertising technology to maintain its power, the people, who were not authorized, said. to speak in public. In recent weeks, the Justice Department has called more third parties to testify and requested documents and interviews, a sign it has stepped up the pace of the investigation, the people said.
The department declined to comment. Google said on Wednesday that there was “huge competition in advertising tools, which made online advertising more relevant, lower fees and expanded options for publishers and advertisers.”
Bloomberg previously reported on the potential lawsuit.
If the Justice Department continues the lawsuit, it will be the federal government’s second against Google. In October, in federal court, the department filed an antitrust complaint alleging that Google had abused its Internet search monopoly to harm rivals and consumers.
A second lawsuit would also be a show of force by the Biden administration to curb the power of big tech companies. President Biden has appointed detractors of Amazon, Apple, Facebook and Google to top government antitrust positions. In July, he appointed Jonathan Kanter, who represented rivals Google, Yelp and Microsoft, to head the Department of Justice’s antitrust division. The appointment of Mr. Kanter requires confirmation from the Senate.
Biden’s antitrust appointees were inspired by decisions made during the Trump administration to file landmark antitrust lawsuits against tech giants. Along with the search lawsuit against Google, the Federal Trade Commission sued Facebook last year, accusing it of abusing its social media power. After a judge dismissed the case, the FTC reclassified her.
With Google, the Justice Department initially focused on research, but also investigated whether the company had abused its dominance in digital advertising. Dozens of media companies, advertisers and ad technology companies have claimed that Google’s advertising practices are anti-competitive. Google manages various parts of digital advertising auctions, including buying ads for marketers and selling ad space by publishers.
The agency is investigating allegations that Google and Facebook have entered into an illegal deal to manipulate online auctions, people with knowledge of the situation said.
Texas has taken legal action against several state attorneys general accusing Google of abusing competition in advertising technology. It was not clear whether the Justice Department would join the states in their complaint.
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