Texas files new antitrust lawsuit against Google targeting ad technology


Google is facing a new antitrust lawsuit from a group of Texas-led attorneys general, this time targeting its ad technology services.

Texas Attorney General Ken Paxton said in a video announcing the lawsuit that Google had used its alleged monopoly power to control prices and “engage in market collusion to rig auctions.”

“Google has effectively eliminated its competition and crowned itself the leader of online advertising,” Paxton said in the video, which may be an allusion to Google’s acquisition of DoubleClick in 2007. The full complaint is no. had not yet been made public on Wednesday afternoon.

“If the free market was a game of baseball, Google positioned itself as the pitcher, the batter and the umpire,” Paxton said.

Several Republican-led states are also joining Texas in its new complaint.

The lawsuit follows a separate Justice Department complaint that Google has illegally maintained a monopoly in general online search services by cutting off competitors from major distribution channels. Texas, which also joined ten other Republican attorneys general in the DOJ lawsuit, had conducted a large multi-state investigation into Google’s ad technology activity from last year.

A third antitrust lawsuit is expected to be brought against Google as early as Thursday by another coalition of bipartisan public officials, Politico reported on Tuesday. This suit should target Google’s search services as well, but focus on how its changing design has put its competition at a disadvantage, according to Politico.

This story is developing. Check back for updates.

-CNBC Ylan Mui contributed to this report.

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