130,000 UK businesses sue Google over £13.6B in lost ad revenues
Alphabet and its subsidiary Google are facing a £13.6 billion class action lawsuit claiming they abuse their dominant position in online advertising to make billions at the expense of smaller companies in the UK.
The suit was filed in the Competition Appeal tribunal on Tuesday by law firms Geradin Partners and Humphries Kerstetter, representing some 130,000 British online publishers and app businesses. Google is the biggest digital advertising company in the world, netting revenues of $54.4 billion in its[PDF]. It acts as a broker, selling space on behalf of third-party websites to advertisers, who have to bid to earn a coveted spot online. The search giant controls up to 90 percent of the market in certain sectors, giving it the power to dictate terms and pricing, Humphries Kerstetter claimed.
The company's anticompetitive practices, alleged in the lawsuit, have cost smaller businesses – like publishers and online apps selling ad space – up to 40 per cent, the law firm said. The losses incurred from 1 January 2014 to date for the companies in the lawsuit are estimated up to £13.6 billion .
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