Ad tech firms and publishers have had to stay in the good graces of Google or ri...
SAN FRANCISCO/WASHINGTON - Ad tech firms and publishers have had to stay in the good graces of Google or risk insolvency.
Google’s control over the market has long hurt the profits of smaller advertising technology companies who must appease the No. 1 online ad firm to be profitable, and online publishers who need Google’s search reach and ad tools to build an audience and make money on their content.
In 2007, the FTC approved Google’s $3.1 billion acquisition of software firm DoubleClick, saying it would not substantially lessen competition, and it made the same finding in 2010 for Google’s $750 million purchase of AdMob. Smaller ad technology vendors and website owners have said that Google’s power enables it to dictate industry policies and practices in ways that squeeze out their companies and favor its own.
At a Justice Department workshop last month on competition in advertising, Breitbart News Network Chief Executive Larry Solov said a Justice Department antitrust action against Google was the best way to address concerns without “heavy regulation.”
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