Google Faces Another Antitrust Probe By FTC Over Display Ads

Posted: May 24 2013, 3:59am CDT | by , in Misc


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Google Faces Another Antitrust Probe by FTC Over Display Ads

The U.S. Federal Trade Commission (FTC) is about to launch an anti-trust investigation into Google’s methodology of making sales from ads. The purpose of the probe is to ferret out any malpractices that the search engine giant may have been guilty of in this regard.

After a number of companies lodged formal complaints with the FTC regarding certain advertisement policies of Google, an unofficial and unannounced probe was launched which may go into action anytime soon. Google got hold of certain implements when it bought the display ad company that goes by the name of DoubleClick in 2007. The main beef the belligerent companies have with Google is that the search engine giant manipulated DoubleClick’s products towards forcing sites into employing other products.

According to Bloomberg, it was a complex case of loopholes within the law that created more confusion than clarity. Where there is a lot of wealth concentrated in one place there are bound to be envious enterprises that want in on the cash. Meanwhile spokespersons from both the FTC and Google have refused to give any comments on the issues surrounding the anti-trust probe. Already there have been accusations regarding the big daddy of search engine companies. The FTC finished a case absolving Google of responsibility just a couple of months back. In that particular case, many fingers were pointed at Google regarding usage of deceptive results in order to damage rivals. But now it seems another matter altogether has reared its ugly head. And this time it could mean serious trouble.

Google is a gigantic player with a market share greater than even Facebook, the #1 social network of the world. The level of intelligent innovation and crystal-clear creativity that gets generated from its headquarters is truly humongous. From the Google X secret lab where experiments take place on a regular basis to the mergers Google has made with all sorts of enterprises, ranging from YouTube to Makani, point to a full-fledged fun factory. But with imperial over-stretch come teething troubles too.

Google, like Microsoft in the past, faces issues having to do with its monopolistic hold on the free market. The anti-trust team gets worried the moment it sees any organization or firm spreading its tentacles here, there and everywhere. There should be limits to growth since beyond a certain point it becomes cancerous. Google will have to curb some of its expansionist designs since right now they appear to be headed towards world domination. Nobody has a right to hoard everything in sight least of all big business or big government for that matter.

Image Credit: Getty Images

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The Author

<a href="/latest_stories/all/all/20" rel="author">Sumayah Aamir</a>
Sumayah Aamir (Google+) has deep experience in analyzing the latest trends.




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