Nan Fang Du Shi Bao·2025-09-17 13:29Core Viewpoint - Magnite, one of the largest independent advertising exchange platforms, has filed an antitrust lawsuit against Google, alleging illegal monopolization of the advertising exchange market and publisher ad server market, which stifles competition and limits choices for publishers and advertisers [1][2]. Group 1: Allegations Against Google - The lawsuit claims that Google unfairly restricts publisher choices and suppresses market competition through various exclusive and self-preferential practices [1]. - Specific allegations include forcing advertisers to use Google's AdX platform for display ads, requiring publishers to use its DFP ad server to access real-time AdX bidding, and granting AdX unequal advantages in auctions [1][2]. - Google is accused of manipulating auction mechanisms and undermining innovative bidding models, further eliminating market competition through acquisitions of potential threats like DoubleClick and AdMeld [2]. Group 2: Industry Response - Magnite is not the only company challenging Google; OpenX and PubMatic have also filed lawsuits against Google in recent months, citing similar concerns about competition and market fairness [3]. - OpenX's CEO emphasized the commitment to ensuring fair competition, while PubMatic's lawsuit aims to restore a competitive advertising technology ecosystem [3]. Group 3: Regulatory Context - These lawsuits occur amid increasing scrutiny of Google's advertising business by regulatory bodies, with a significant antitrust case in the U.S. where a federal judge ruled that Google maintains its dominance through exclusive practices [4]. - The European Commission has also fined Google €2.95 billion for abusing its dominant position in the advertising technology market, requiring Google to cease self-preferential practices and propose compliance measures within 60 days [4].