Let's try to understand the essence of the new lawsuit. It says that Google used anti-competitive tactics to increase the market share of its own advertising product. What kind of tactics are these?
It all started when Google bought DoubleClick in 2008, a popular service that helps site owners sell their advertising space. This deal was approved by the federal regulator, but the regulator did not require Google to separate the DoubleClick division from the division that helps advertisers buy advertising space, or from the division that manages the exchange, which Google later called AdX.
How does this look from the perspective of antitrust legislation? Google buys advertising space from site owners with one hand, and sells it to advertisers with the other hand, and all this is done through its own exchange, through which it sets rates. OK, you don't like the rates, you can go buy advertising somewhere else, right?
If there were more or less large competitors, it would be possible to do so, but there are not. How did this happen? Google did not allow competing exchanges, which are managed by Yahoo, Microsoft, and others, to operate simultaneously…