The highly profitable ad tech sector of Google, which powers the company's enormous fortune, is the target of the US government.

The Department of Justice will present its case in a trial starting on Monday, claiming Alphabet, the parent firm of the search engine, is operating an illegal monopoly in the market.

The company's placement and sale of advertisements that internet users saw brought in over $200 billion (£152 billion) in revenue last year.

Prosecutors claim Alphabet has exploited its market dominance to suppress competitors, despite the company's claim that the "effectiveness" of its services is the reason for its success.

This is the tech giant's second big antitrust complaint in the United States.

It is still unknown what fines Google and Alphabet may incur as a result of the August court ruling that their domination of search is unlawful.

In 2023, the Department of Justice (DoJ) and a group of states filed a lawsuit alleging that Google is the market leader in digital ads and has used its dominance to hinder competition and innovation.

In the meantime, Google argues that it is only one of several hundred businesses that help distribute digital advertisements in front of customers.

In a blog post responding to the DoJ's lawsuit, external in 2023, it makes the case that competition in the digital ad industry is increasing rather than decreasing, citing higher ad growth and revenues for businesses like Apple, Amazon, and TikTok as evidence.

Google claimed that its superior product was the reason it dominated internet searches during the previous year's trial.

Additionally, it appears that the business is using a similar justification in the ad tech lawsuit.

Regulators are not just dissatisfied with Google's ad tech company in the US but also in other countries.

Based on the results of its preliminary inquiry, the UK Competition and Markets Authority stated on Friday that it thought Google was abusing its hegemony in the ad tech sector.

It claimed to have discovered that Google had dominated the internet advertising technology industry by engaging in anti-competitive activity, which may have caused harm to thousands of UK publishers and advertisers.

(Sources: bbc.co.uk)