The Atlantic, Penske, and Vox Media have all sued Google for antitrust violations

Lawsuits seeking damages from Google’s illegal ad tech monopoly are piling up following the Justice Department’s successful antitrust case. Vox Media, The Verge’s parent company, is the latest in a wave of media companies that have filed suit against Google, seeking to be reimbursed for the monopoly profits the tech company allegedly made at publishers’ expense.

“Absent Google’s conduct, Vox Media would be able to make available even more, higher quality impressions for purchase on Vox Media’s webpages and create more high-quality, premium journalism,” Vox Media alleges in its lawsuit, filed Wednesday in the Southern District of New York. The Atlantic, which is owned by Laurene Powell Jobs, filed a similar lawsuit in the same district this week, as did Penske Media, which is an investor in Vox Media and owns brands including Rolling Stone, Billboard, and The Hollywood Reporter. Later on Wednesday, two more publishers — McClatchy Media Company and Condé Nast owner Advance Publications — filed similar lawsuits. Google is also facing lawsuits from ad tech providers like PubMatic and OpenX, some of which testified in the trial about how Google’s dominance shut out competition.

The lawsuits underscore the ways that the highly technical subject of the 2024 trial impacts an ecosystem of publishers and tech providers. For example, the media company complaints outline how Google’s illegal monopoly of the market for publisher ad servers, used to manage ad space for sale on publisher websites, has effectively stymied any viable competitors they might consider moving to. The publishers also claim this dominance lets Google “depress prices for publisher inventory below competitive levels,” ultimately depriving them of greater revenue, with “no power to negotiate the terms of their ad-serving agreements.” All of the lawsuits include similar claims under federal antitrust law and New York business law.