Facebook, Inc. (NASDAQ: FB) And Alphabet Inc (NASDAQ: GOOG) are on the spot for a 2018 business agreement in which the two companies sought to fix ad prices, thus giving them more control of the ad market.
Lawmakers filed a lawsuit against Google on Wednesday accusing it of antitrust practices aimed at securing more control of the ad market. The lawsuit which was filed by lawmakers from nine states including Texas claims that Google and Facebook engaged in a business deal in 2018 to share the mobile advertising profits between them.
The lawmakers argue that the Facebook and Google’s deal sought to assume more control of the ad market and also to subdue the competition. This is not the first time that the two companies have been caught up in antitrust allegations. The Justice Department filed an antitrust lawsuit against Google in October, accusing it of collaborating with Apple Inc (NASDAQ: AAPL) to maintain search engine dominance.
Are tech giants are becoming too big for small competitors to keep up?
Antitrust advocates claim that tech giants such as Google, Facebook and Apple have become so dominant in the ad market that they are making it difficult for other players through unfair means. The 2018 ad deal between Google and Facebook represents one of the scenarios that antitrust regulators have been warning against. These measures highlight the need for more regulatory control over the market.
Industry experts suggest that antitrust laws should not just focus on consumer welfare but also other areas such as output, price and efficiency. The antitrust laws are set to government the entire industry, not just the major players. Ad companies also have to carefully consider their approach to supplier and distributor deals, as well as mergers and acquisitions to avoid violating antitrust regulations.
If companies like Google become too big, they control too much of the market and they phase out the competition, thus allowing them to monopolize the market. Such a move is bad for the publishers because the company can control prices and limit the amount they earn.