Google to appeal ‘unfavorable’ court ruling that deemed it a monopoly in online advertising

Google intends to appeal the “unfavorable” part of the court’s decision in the case initiated by the US Department of Justice against the tech giant, Reuters reports. The day before, US District Judge Leonie Brinkema found Google guilty of “willfully acquiring and maintaining monopoly power” in the online advertising market.

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Google has been found to have a monopoly on the publisher ad servers and ad exchange markets. Publisher ad servers are platforms used by websites to store and manage advertising tools. The technology, along with ad exchanges, allows news sites and other online content providers to make money by selling ads. The judge also ruled that Google unlawfully dominates two online advertising technology markets.

The court, according to Google, made an ambiguous decision. In particular, it found that the Justice Department failed to prove the anticompetitive nature of Google’s tools and the mechanisms for the acquisition of DoubleClick and AdMeld – while Google’s tools for publishers violate antitrust laws and do not allow competitors to enter the market. The company, according to the Justice Department, must sell at least the Google Ad Manager platform, which includes both the publisher advertising server and the advertising exchange.