Delve into the intricate intersection of business, technology, and law with our in-depth analysis of the Google Monopoly case within the realm of ICT (Information and Communication Technology). This presentation scrutinizes the legal implications surrounding Google's dominant market position and explores the complex dynamics of competition, innovation, and consumer welfare in the digital age. Gain valuable insights into the regulatory challenges faced by tech giants and the implications for businesses operating in the digital ecosystem.

1. The Google Monopoly
A Study Case Analysis for ICT Business Law
By Araya Suryanto | 1205222060

2. Case Review
The Department of Justice sued Google for
monopolizing digital advertising
technologies in violation of antitrust laws.
The lawsuit alleges that Google illegally
acquired competitors to gain control over
key digital tools used by websites and
advertisers. It also claims Google restricted
access to its advertising systems to force
adoption of its own tools and manipulate
auctions to disadvantage rivals. The DOJ
seeks to restore competition and obtain
damages for overpayments made by the
government.

3. The Situation Analysis
✅ The digital advertising market
involves publishers who sell ad space on
their sites, advertisers who buy ad
space, and intermediary technologies
that connect them.
✅ Google controls key technologies
across this ad tech stack, including
intermediary tools publishers use (ad
server) and advertisers use (ad network)
as well as the dominant ad exchange.

4. The Problem Analysis
✅ Through acquisitions over 15+ years,
Google gained control of major ad tech
tools and restricted competing technologies
from accessing its platforms.
✅ Google allegedly engaged in conduct to
lock in publishers and advertisers and force
them to use Google's tools, consolidate its
monopoly, and eliminate threats.
✅ This is alleged to have in
fl
ated costs,
reduced competition, and harmed
publishers, advertisers and consumers.

5. The Decision Analysis
✅ The DOJ and state AGs
fi
led an antitrust lawsuit against Google, alleging violations of
Sections 1 and 2 of the Sherman Act around monopolizing the ad tech market.
✅ They seek equitable relief to restore competition, as well as monetary damages for
losses to government agencies as ad buyers.
✅ The decision aims to address alleged anticompetitive behavior and its effects on the
digital advertising marketplace.

6. In conclusion, the Department of Justice and state Attorneys General have
fi
led an antitrust
lawsuit against Google, alleging that the company has illegally monopolized the digital
advertising technology market through a series of anticompetitive practices over the past 15
years. These practices include acquisitions that eliminated competitors, locking in publishers
and advertisers to use Google's tools through restrictive policies, manipulating auctions to
bene
fi
t Google's products, and taking a large portion of revenues that
fl
ow through its
systems, estimated to be over 30% by Google itself.