Stoyanovich: We all bear cost of Google’s monopolistic practices – The Columbian
The feds are coming after Google. In January, the Department of Justice filed an antitrust lawsuit alleging that the technology giant monopolized the lucrative space of digital advertising. A sure-to-be-exhaustive trial underway in U.S. District Court in Washington, D.C., is expected to last until November.
The lawsuit focuses on three key players: advertisers, publishers and vendors of ad tech tools that match publishers with advertisers and orchestrate ad targeting and delivery. However, monopolization also affects another key group that remains largely unprotected by U.S. laws: you and me, the end users. Google’s dominance has led to a singular method of how ads target us, and we’ve been left with little choice and with no legal safeguards in the current setup.
Many of us are familiar with incessant social media ads on Facebook and Instagram. That’s called “closed web” advertising and is operated in-house by those companies. But how does digital advertising on the “open web”…
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