Google Unfair Competition and Monopoly Claims

For over 15 years, Google used acquisitions, auction manipulation, and exclusionary tactics to dominate the “ad tech stack” – the tools website publishers and advertisers rely on to buy and sell online ads. According to the Court, this unlawful conduct harmed Google’s publishing customers, crushed competition, and inflated ad prices, ultimately costing small businesses millions in lost opportunities and higher costs.  Over four million advertisers use only AdWords to purchase web display advertising.

A consortium of State Attorneys General have alleged that Google exercised monopoly power, demonstrated in part by charging a 20% “take rate”—meaning Google took a 20% fee or commission on ad transactions—purportedly two to four times higher than competitors. Based on this, Google allegedly overcharged small businesses 10-15% of the amount they spent on their overall advertising through AdWords. For example, if a small business spent $10,000 on digital advertising with Google, they may have overpaid $1,500.  Under antitrust law, that amount is trebled (tripled), so the business would be entitled to $4,500 in damages.

On June 11, 2024, prior to the trial, Google tendered a cashier’s check in the amount of $2.29 billion dollars to repay the United States government the full amount of damages it alleged it suffered due to Google’s anticompetitive conduct.

“The Court’s ruling is clear: Google is a monopolist and has abused its monopoly power.” – Assistant Attorney General Abigail Slater of the Justice Department’s Antitrust Division.

Read more:

• Google is an online advertising monopoly, judge rules – CNN
• U.S. seeks breakup of Google’s ad-tech products after judge finds illegal monopoly – Reuters
• Google’s digital ad network declared an illegal monopoly, joining its search engine in penalty box – AP
• Google holds illegal monopolies in ad tech, US judge finds – Reuters

If you or your business purchased ads through Google’s advertising platform or displayed ads via Google Ad Manager, you may have paid artificially inflated rates or been forced into less competitive ad placements. The ruling in the DOJ case opens the door for legal claims seeking damages or refunds of alleged overcharges for affected advertisers.

Potential impacts for small businesses:

• Higher advertising costs caused by monopoly pricing.
• Reduced ad visibility due to anticompetitive auction practices.
• Fewer platform choices because of eliminated competition.

No, there is no cost to you. You will sign an agreement for Zimmerman Reed to represent you in a potential class action, but we only get paid if we obtain a financial recovery. If Zimmerman Reed is not successful in getting financial compensation for you or the class, you will owe us nothing.

You may qualify for a claim if you:

1. You own or operate a small business.
2. Purchased digital advertising using Google’s Ad Manager.
3. Your business spent less than $500,000 using Google’s Ad Manager.

You will not be responsible for any attorneys’ fees or costs unless we obtain compensation for you. The firm will advance any costs to submit and resolve your claim, including any arbitration fees. Ultimately, should you choose to settle your case, our firm would be entitled to a contingency fee based on the value of your settlement. The choice to accept a monetary settlement is yours and yours alone.