"Imagine if the financial markets are controlled by one monopoly company, say Goldman Sachs, and that company then owns the NYSE, which is the largest financial exchange, that then trades on that exchange to advantage itself, eliminate competition, and charge a monopoly tax on billions of daily transactions. Obviously, no free, fair and functioning market could operate that way. Yet, that is today’s world of online display advertising," an antitrust lawsuit filed by sixteen US states led by Texas against Google reads. The lawsuit, which argues that Google has monopolised online advertising, was unredacted last month by a New York court bringing to light many of the anti-competitive practices of the company. In part 1, we will explore how online advertising works and look at Google's monopoly power in various markets in online advertising. In subsequent posts, we will dive into the…
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