New bipartisan law will force Google to crack down on its advertising business

Competition and Transparency in the Digital Advertising Act were introduced Thursday New bipartisan law by a group of key senators on the Judiciary Subcommittee on Antitrust. Members and Chair, Senators Mike Lee, R-Utah, and Amy Klobuchar, D-Minn. as meaning. Ted Cruz, R-Texas, and Richard Blumenthal, D-Conn.

Advertising is a big part of Alphabet’s parent company.

In the first quarter, Alphabet reported revenue of $68.01 billion, of which $54.66 billion was generated from advertising, compared to $44.68 billion a year earlier.

Google New bipartisan law is maliciously involve in many steps in the digital advertising process. A business that has been the focus of a state antitrust lawsuit against the company. Google runs auctions or exchanges where advertising deals take place and uses tools to help businesses sell and buy ads. If a new law is pass, he will have to decide which part of the company he wants to live in.

“When Google acts as both seller and buyer, managing the stock market. It gives them an unfair and unjustified market advantage that doesn’t necessarily reflect the value they offer,” Lee told the Journal. Interview. “If a company can wear all of these hats simultaneously, it can engage in behavior that is detrimental to everyone.”

“Google’s advertising tools and many of its competitors help US websites and apps fund their content. Help businesses grow, and protect consumers from privacy risks and misleading advertising,” a Google spokesperson said. “Violations of these tools will harm publishers and advertisers, reduce ad quality and create new privacy risks. And in times of high inflation. It will discourage small businesses from looking for easy and effective ways to grow online. Instead, the real problem is substandard data brokers threatening Americans’ privacy and spamming them. In short, this is the wrong bill, at the wrong time, aimed at the wrong target.”