Google has been engaged in a fight against the advertising company Inform, saying it had to withdraw from the digital advertising sector as a result of Google’s so-called “anti-competitive” behavior.
Inform is suing Google for harm caused by misuse of its search and app advertising dominance, which it believes helped to impede competition in the market for ads. The consequence of the “unlawful behavior” of Google has “eviscerated competition” in multiple markets, damaged consumer choices and consumer privacy and stifled innovation, as a result of the legal document seen by advertising.
For over a decade, on the online advertising market, Form competed directly with Google, particularly online video ads. The company provides web publishers, content creators and digital marketers with a range of services. While Inform had a turnover above US$ 100 M for its online advertising services between 2014 and 2016, it was the company’s claim that the “illegal conduct” of anticompetitive practices resulted in the dismissal of data.
This is not the first time Google has questioned its dominance. The court document also claimed that since 2010, the French regulators had examined whether Google exploited its dominant market position in online search by arguing that the search results of competing services had been diminished or downgraded and by preferentially selected results from its own vertical search services in order to shut out competing services.
“The whole of Google’s unlawful and anti-competitive conduct in numerous interrelated economies shows a frightening march towards online and digital hegemony,” wrote Inform during his suit.
The Atlanta-based company competes with Google to provide its products to publishers and marketers in online video advertising. During 2014-16, Inform generated more than $100 million in revenue from its online ad services, but this revenue has collapsed since then.
It’s sold to Bright Mountain Media since then.
In the midst of a series of anti-trust investigations against Internet Giant in the world, Google’s lawyers have earned their fees. Google’s control over technology enablers Web ads to regulators.