US court rejects bid to break up Google's ad business

A US court has rejected the government's request to break up Google's ad business. The reasoning behind the court's decision has not been shared with the public. The government's case described Google as an actor that controls multiple parties in the digital advertising market. The company not only has a platform that directs advertisers' demands but also owns a platform where publishers sell their ads and a trading system. This situation raises concerns about whether Google is stifling competition in the digital advertising space. The government argued that the company's multifaceted structure harmed other players in the industry. However, the court seems to find the current situation sustainable, and this decision appears to affect the course of competition in the digital advertising market. The protection of Google's ad business model in this way has caused other technology firms to turn their eyes towards it. The company's dominance in this area may lead to various legal disputes in the future. As a result, the court's decision opens the door to a broader discussion about digital advertising, creating uncertainty about how the dynamics in the industry will shape up.

Source: Le Monde