Advertising Exchange Pubmatic has filed a lawsuit against Google, accusing the tech giant of illegally dominating the AD technology market. Pubmatic is seeking billions of dollars in damages, according to a Bloomberg report.
This is the second time the ad exchange sued Google in April after a federal judge ruled that the search giant had illegally dominated the AD exchange and ad server. The judge set up another trial this month to determine whether Google should be forced to sell part of its advertising business due to illegal activities.
Pubmatic CEO Rajeev Goel says his company’s lawsuit is about ensuring that the online advertising market works, not just money.
“No matter how innovated we were, it felt like there were barriers that were hindering us over the years,” Goel told Bloomberg. “That barrier wasn’t the limits of our technology. It was Google’s illegal monopoly. Every time we adapted or innovated, Google found a new way to stack decks.”
Pubmatic uses its website to sell ads and competes directly with Google Ad Manager (formerly DoubleClick). Testimony from last year’s Google’s antitrust trial revealed that the company considered purchasing Pubmatic in 2011, but instead decided to buy the Advertising Technology Provider Admeld.
