Advertising exchange Pubmatic has filed a lawsuit against Google, accusing the technology giant of illegally monopolizing the advertising technology market. Pubmatic is seeking billions of dollars in damages. Bloomberg.
The lawsuit marks the second time Advertising Exchange sued Google for the second time Federal judge ruled in April to search giants Illegal monopoly advertising exchanges and advertising servers. The judge has held another trial this month to determine whether a portion of its advertising business should be forced to sell due to its illegal acts.
Pubmatic CEO Rajeev Goel said his company’s lawsuit is not just about money, but also about ensuring online advertising market work.
“It feels like there are years of no matter the barriers to our innovation,” Gale told Bloomberg. “The barrier is not the limitation of our technology. It’s an illegal monopoly of Google. Every time we adapt or innovate, Google finds a new way to stack the deck.”
Pubmatic partnered with the website to sell ads, competing directly with Google Ad Manager (formerly DoubleClick). According to testimony from Google’s antitrust trial last year, the company considered buying Pubmatic in 2011, but eventually bought Admeld, an ad tech provider.
