Media

Daily Mail owner sues Google for monopoly over ad business

Google says claims inaccurate and use of its ad tech tools ‘has no bearing’ on publisher’s search results

Google commands about 29 per cent of the US digital ad market, according to eMarketer.
Google commands about 29 per cent of the US digital ad market, according to eMarketer.
Wed Apr 21 2021 - 10:10

The owner of the Daily Mail website, Associated Newspapers, is suing Google, saying the tech company's dominance in online advertising has harmed its business.

The suit, filed on Monday in federal court in New York, says Google punishes publishers’ search results if they do not sell enough ad space through Google and that its control over the ad market depresses prices for publishers.

“Google wields its monopoly search engine to entrench its ad-tech dominance,” the suit alleges, citing instances when Daily Mail’s traffic from search fell unexpectedly.

The company says that since the beginning of 2021, its US search traffic to its website, known for celebrity photos and tabloid stories, has dropped by more than 50 per cent.

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Google said in an emailed statement that the Daily Mail’s claims are inaccurate and that use of its ad tech tools “has no bearing” on a publisher’s search results in Google.

The company said it will defend against the claims.

Google commands about 29 per cent of the US digital ad market, according to eMarketer.

Facebook takes 25 per cent of it and Amazon 10 per cent.

Federal and state antitrust authorities have sued Google.

The Justice Department alleges that Google abuses its dominance in online search and advertising.

It is also not the first time Google has faced an antitrust suit from a publisher.

A West Virginia newspaper company, HD Media, sued Google and Facebook in January.

The newspaper industry has been in a long decline with the advent of the internet, and online ad revenues have not offset print ad losses.

That has led to newsroom cuts and publications thinning out and shutting down.

Newer, online-only news sites such as BuzzFeed and Vox have also faced pressure, and companies have been merging in recent years.

Associated Newspapers Ltd, a British media company, owns the Daily Mail tabloid in the UK and its website, which is known as MailOnline in the UK.

Its US headquarters in New York opened in 2011.

The company says its website has 225 million monthly readers, with 75 million in the US. – PA