Google is once again caught in an antitrust whirlpool! Sued by advertising trading platform PubMatic for damages of several billion dollars

According to the Zhitong Finance APP, Google (GOOGL.US) has been sued by the advertising trading platform PubMatic, which accuses it of illegally monopolizing the advertising technology market and is seeking billions of dollars in damages. Google stated that the lawsuit is "baseless" and emphasized that advertisers and websites choose its tools because they are "efficient, affordable, and easy to use."

PubMatic CEO Rajeev Goel stated that the earlier court ruling that found Google illegally maintained a monopoly in the advertising technology field "is significant but not comprehensive enough." He mentioned that this lawsuit is not just about money, but about ensuring the online advertising market can operate normally. Rajeev Goel said, "For years, we have felt that no matter how good our innovations are, there is always an obstacle preventing us from moving forward. This obstacle is not the limitation of our technology, but Google's illegal monopoly. Whenever we make adjustments or innovate, Google finds new ways to manipulate the situation."

It is reported that PubMatic provides advertising space sales services for websites, including the social platform X owned by Elon Musk. According to documents and testimonies from last year's antitrust trial, Google considered acquiring PubMatic in 2011 but ultimately chose to acquire the advertising technology supplier AdMeld.

This lawsuit was filed on Monday in the federal court of Virginia, following a ruling in April by a federal judge that found Google illegally monopolized two key technology markets (advertising trading platforms and the tools websites use to sell advertising space—i.e., ad servers), marking the second lawsuit initiated by an advertising trading platform against the tech giant.

Just last month, another advertising trading platform, OpenX Technologies, also sued Google in the same Virginia court. Google is also facing another set of cases led by Texas state government, as well as numerous lawsuits from website publishers and advertisers, which similarly accuse its actions of causing harm. These lawsuits from publishers and advertisers are currently being heard in New York, and Google has sought to transfer OpenX's case to New York, but the judge has not yet ruled on this.

In April of this year, a Virginia judge supported the allegations from the U.S. Department of Justice and several states, and another trial is scheduled for this month to determine whether Google must divest part of its advertising business to correct illegal behavior. Last Friday, the U.S. Department of Justice stated that Google should be required to sell its advertising trading platform AdX immediately and ensure that its technology can interoperate with competitors. Google stated that it does not need to sell its business but will allow its advertising trading platform to seamlessly integrate with competitors' technologies and install oversight mechanisms in the next three years to ensure compliance