Google must face a £13.6bn lawsuit alleging it has too much power over the online advertising market, a court has ruled. Google parent company Alphabet called the case “incoherent” in its attempts to get the legal action dropped. The cases concerns advertising technology, usually shortened to adtech, which decides which online adverts people see, as well as how much they cost to publishers. Hosting such adverts is a huge source of revenue for many websites – Ad Tech Collective Action says digital advertising spend reached $490 billion in 2021. Do you think that google has autonomous power over advertising ?

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