Magnite Becomes Third SSP in Two Months to Sue Google Over Antitrust Allegations

The lawsuit mirrors the U.S. Justice Division’s landmark antitrust case in opposition to Google over its promoting enterprise practices—a case that resulted in a federal choose’s ruling in April that Google operated an illegal monopoly in two adtech markets: ad exchanges and ad servers. That case is coming into its cures section subsequent week, the place Choose Leonie Brinkema of the U.S. District Courtroom for the Jap District of Virginia will decide what adjustments Google should make to finish its monopoly and restore honest competitors. 

Google rejected Magnite’s allegations wholly. 

“These allegations are meritless. Advertisers and publishers have many decisions, and once they select Google’s advert tech instruments it’s as a result of they’re efficient, inexpensive, and straightforward to make use of,” an organization spokesperson mentioned in an announcement to ADWEEK.

Magnite is the third main SSP to hit Google with an antitrust criticism throughout the final two months. In August, OpenX alleged that “rigged” digital advert auctions unlawfully deprived Google rivals and left publishers, advertisers, and customers with much less alternative—a story first reported by ADWEEK. Simply weeks later, one other related criticism was filed by PubMatic. All three lawsuits have been filed within the U.S. District Courtroom for the Jap District of Virginia.

OpenX CEO John Gentry mentioned in an announcement that whereas he gained’t touch upon the specifics of ongoing authorized proceedings, “it’s a proven fact that there at the moment are a number of SSP lawsuits in opposition to Google.” He added that OpenX is dedicated to “guaranteeing honest competitors.”

PubMatic didn’t remark by press time. 

Throughout the pond, Google is dealing with further stress from the E.U. Earlier this month, the corporate was hit with a $3.5 billion fine for antitrust violations stemming from its adtech business. 

In its case, Magnite is looking for financial damages in addition to injunctive aid, or mandates that may require Google to change its habits. The corporate is represented by Washington D.C. legislation agency Kressin Powers. Authorized representatives at Kressin Powers didn’t reply to a request for remark by press time.