Pubmatic Takes Google To Court Over Ad-Tech Monopoly

2025-09-09 04:10:40

(MENAFN- The Arabian Post)

Alphabet Inc.'s Google faces a fresh lawsuit from advertising exchange PubMatic Inc., which claims the company illegally monopolised the ad-technology market and seeks billions in damages. The complaint, filed on 8 September 2025 in a federal court in the Eastern District of Virginia, builds upon a pivotal April ruling that found Google unlawfully controlled both ad servers and ad exchanges, harming competition.

PubMatic asserts that Google's dominance has distorted the digital advertising ecosystem, creating systemic barriers that suppressed innovation across the industry. Its chief executive, Rajeev Goel, stressed that the legal action is not merely about money but about protecting fair functioning of online advertising markets, underlining that PubMatic is taking on the giant head-on to restore balance in the sector.

Goel emphasises that years of innovation by his company were thwarted not by technological limitations but by Google's entrenched control. He points out that“every time we adapted or innovated, Google found new ways to stack the deck,” indicating that the search-engine behemoth's strategies went beyond competition on merit.

This lawsuit follows closely on the heels of a similar case filed by OpenX last month in the same court, signalling a growing willingness among ad tech rivals to confront Google's practices legally. The case arrives at a moment of intensified antitrust scrutiny-not just in the United States but also in Europe. On 5 September, the European Commission fined Google €2.95 billion for abusing its ad-tech dominance, particularly through its AdX exchange, giving itself preferential treatment and undermining fair competition.

In the United States, the April ruling by U. S. District Judge Leonie Brinkema held that Google had willfully maintained monopoly power in key ad-tech markets and tied its ad server and exchange tools in violation of antitrust laws. Remedies discussions are expected to proceed later this month, with potential outcomes including structural changes to Google's ad-tech operations.

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