Google's advertising monopoly threatens the future of the open web

The US Justice Department's antitrust lawsuit against Google has begun, with allegations that Google is monopolizing the online advertising market. Experts caution that a ruling in Google's favor could deteriorate the open web and hinder smaller online businesses.

California-based lawyer Lee Hepner and Tech Oversight Project Executive Director Sacha Haworth stress that Google's control over digital advertising is warping the economy and inflating prices. According to Public Knowledge Policy Counsel Elise Phillips, a more competitive market would lower consumer prices and offer better opportunities for small to medium businesses.

The lawsuit accuses Google of creating a monopoly by acquiring smaller rivals and controlling essential parts of the advertising supply chain. Market researcher Karina Montoya warns that a Google victory could deepen the divide between large and small players in the online market, harming overall competition.