In the last two days alone, Google has received two antitrust lawsuits, bringing the total number of antitrust lawsuits against the search giant to three. The other was launched by the Department of justice in October. In the latest lawsuit filed on Thursday, prosecutors general from 35 States accused Google of using anti competitive practices to maintain its monopoly on search and advertising. Before the lawsuit, Google’s competitors, legislators and activists have been constantly criticizing big technology companies such as Google and Facebook, accusing them of using anti competitive measures to maintain their monopoly status for years. < / P > < p > the three antitrust lawsuits against Google were initiated by state and federal agencies, with slightly different perspectives. These lawsuits may last for several years, and over time, state level litigation may merge with federal level litigation. Sally Hubbard, head of executive strategy at the open markets Institute and author of the book monoplies suck, believes the lawsuits could eventually lead to Google being split into smaller companies. It doesn’t matter whether this is a fight for the rights of consumers < / P > < p > the latest lawsuit, similar to the lawsuit launched by the US Department of justice in October, focuses on Google’s search business. It claims that Google uses three forms of anti competitive behavior to maintain its monopoly on search and advertising. These anti competitive behaviors include: reaching an agreement with competitors such as apple to set Google as the default search engine; using its dominant search advertising marketing tool to frustrate market competitors; and displaying search results that are unfavorable to specialized search platforms such as tourism / restaurants. “Google’s reliance on these specialized search platforms limits their ability to reach customers by treating them differently from other business players,” the report said < / P > < p > although this lawsuit, like the Department of justice, focuses on search business and advertising monopoly, this state level lawsuit is based on the Federal Department of justice litigation and has a broader scope than the Department of justice. “The lawsuit provides more evidence of Google’s widespread anticompetitive practices that have harmed consumers, advertisers and competition,” the complaint said Google responded to the lawsuit in a blog post by Adam Cohen, its economic policy director. Changes to Google’s search engine will hurt consumers, the Post said. “We are advised not to try to make search better, but to be more useless to users,” the Post wrote “This lawsuit calls for a change in the design of Google search and requires us to highlight online middlemen and replace direct links with businesses.” < / P > < p > the lawsuit has the support of state attorneys general from both parties, while the Federal Department of justice only has the support of state attorneys general from the Republican Party. “Google is at the crossroads of many of our digital economy, and it uses its advantages to illegally suppress competitors, monitor almost every aspect of our digital life, and make billions of dollars out of it,” said Letitia James, New York attorney general who helped lead the lawsuit. < / P > < p > the lawsuit is good news for the digital media industry. “The lawsuit highlights widespread concerns in both parties about Google’s anticompetitive behavior,” Jason king, chief executive of & quot; digital content next & quot;, the digital media industry association, said in a statement. We are pleased to see that almost every state is stepping up its crackdown on Google’s anti competitive behavior, which aims to consolidate its dominant position at the expense of publishers, advertisers and consumers. ” < / P > < p > another recent lawsuit was launched yesterday by 10 Republican state attorneys general. Compared with the lawsuit mentioned above, the lawsuit mainly accuses Google of anti competitive behavior in advertising technology. Ken Paxton, a Republican and attorney general of Texas, led the investigation against Google. Hours before the lawsuit, Paxton tweeted a video announcing the lawsuit. “Google has repeatedly used its monopoly power to control pricing, collude in the market and manipulate the auction behind the scenes, which is a serious illegal act,” he said in the video < / P > < p > the lawsuit accuses Google of taking a variety of anti competitive actions to establish and maintain its monopoly position in the digital advertising market and to keep competitors out of the door. It also accused Google and Facebook of illegally agreeing not to compete with each other. This could be a particularly damaging charge for the two companies – Section I of the Sherman Antitrust Law prohibits collusion in this way, which is often easier to prove in court. < / P > < p > the lawsuit was initiated by the Republican Attorney General of Arkansas, Idaho, Indiana, Mississippi, Missouri, North Dakota, South Dakota, Utah, Kentucky and Texas. “In addition to representing buyers and sellers of online advertising, Google also operates the largest digital exchange,” the lawsuit said. In this E-marketplace, Google plays the role of pitcher, batter and referee at the same time. ” This is similar to the New York Stock Exchange, which controls stock trading. “If the market works properly, there is some information that Google shouldn’t get,” Hubbard said. In other industries, this is intolerable. ” Google spokesman Julie McAlister told the outside world, “attorney general Paxton’s claims about advertising technology are worthless” and Google “will defend itself strongly in court and will not accept his groundless charges.” < / P > < p > this is the first lawsuit to focus on Google’s dominant position in the field of advertising technology. More specifically, Google has used its market power to “extract high taxes from advertising revenue flowing to online publishers and content producers (such as online newspapers, cooking websites, etc.)” so these enterprises have to pass on these costs to consumers, thus harming their interests. Last year, Google generated nearly $162 billion in revenue, most of which came from advertising. According to relevant data, Google controls nearly a third of digital advertising spending in the United States. Media sources said that Google’s advertising tools dominate all aspects of advertising production, making it able to maintain a dominant position. They also explained in detail how Google’s advertising technology works and why publishers and competitors have been complaining about Google’s advertising technology. In addition to the first two antitrust lawsuits initiated by the state attorney general, similar legal actions were taken at the federal level as early as October this year. At that time, the U.S. Department of justice and 11 states jointly filed a lawsuit against Google, accusing the company of taking advantage of its dominant position in the field of search to maintain its monopoly position in many fields, including advertising. The lawsuit also said Google paid some companies to keep its lead by excluding other competitors. Google, for example, pays Apple billions of dollars a year to make its search engine the default search engine for safari. The U.S. Department of Justice said Google monopolized the search market in the United States, controlling 90 percent of the market share. Google search is free in form – but in fact, consumers pay for services in the form of providing personal data to Google – and the government’s antitrust litigation is based on the idea that Google’s monopoly leads to less competition, which in turn leads to a decline in the quality of products and services. < / P > < p > Justice Department spokesman Marc Raimondi said at a press briefing: “if the government does not enforce anti-monopoly laws to promote competition, we may lose the next wave of innovation. If the monopoly is not broken, Americans may never see the birth of the next Google. ” < / P > < p > Google is not the only big technology company facing scrutiny by government regulators. Earlier this month, the U.S. Federal Trade Commission (FTC) and 48 states also filed a lawsuit against Facebook, claiming that its acquisition of instagram and WhatsApp harmed consumers’ interests and was anti competitive. The lawsuit follows a 400 page report to the house justice and antitrust Committee, with Amazon, apple, Facebook and Google at the center of the report. According to the report, the four largest technology companies in the world have abused their power as industry guardians, and new regulations should be established to restrict them. < p > < p > the introduction of the report points out: “in short, the once vibrant, underrated start-ups that dare to challenge the status quo have now become the monopoly companies we saw in the era of oil and railway tycoons.” It remains to be seen whether these lawsuits will bring about meaningful changes. As we all know, it is difficult to win an anti-monopoly case. Some argue that it is difficult to prove that the dominance of these big technology companies is actually damaging consumers. Google, for example, has benefited many users by providing a powerful search tool and simplifying the digital advertising market. But in any case, these antitrust lawsuits show that the U.S. government at least believes there is an opportunity for change. < / P > < p > the last thing to say is that this kind of litigation generally does not have a quick result. The government’s lawsuit against Microsoft began in 1998 and lasted for several years. The present situation is quite different from that at that time, and it is difficult to compare. Given the larger scale of these lawsuits, technology will also play a bigger role in today’s lives. Apple extends AppleCare + purchase period: users can decide within 60 days