Publishers should be compensated over Google's 'anti-competitive' digital ad practices, say lawyers.
Google is facing two legal cases which could result in the tech giant paying out damages of up to €25bn over its digital advertising practices.
Ad tech powers the online adverts that people see on their smartphones or when using the web. Google is the largest, and most important, ad tech vendor - with a market share reaching over 90%. Mr Ryan said more cases were coming to light as competition enforcers around the world "increasingly put demands on Google".
"It is time that Google owns up to its responsibilities and pays back the damages it has caused to this important industry. Toby Starr, of Humphries Kerstetter, told the BBC, it was important to bring the claim because of the reasonable expectation that the tech giant might change practices as a result.
The UK competition watchdog is also investigating Google's power in the digital advertising technology market.The Dutch case is open to European publishers affected by Google's actions. Geradin Partners has teamed up with Dutch law firm Stek to bring the collective claim.
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