The lawsuit accuses Google of illegally acquiring, attempting to acquire or maintain a monopoly position in multiple steps of the online advertising market, including buyers and sellers. The lawsuit also accused Google of illegally binding its advertising products, so publishers who choose to use Google’s advertising trading platform must use another tool of Google. < / P > < p > the lawsuit alleges that Google’s acquisition of doubleclick, an advertising technology company, in 2008 marked a “fundamental change”, allowing the company to “leverage” as an intermediary and earn money from all steps of the complex online advertising buying process. The indictment also referred to Google and Facebook as “accomplices,” accusing them of damaging competition by manipulating bid prices and fixed prices through illegal agreements. According to the complaint, when Facebook announced plans to compete with Google in advertising technology in 2017, the search giant reached an agreement to stop the competition. As part of this arrangement, Google will give Facebook some advantages in the auction of advertising resources for mobile apps. In a video announcing the lawsuit, Texas attorney general Ken Paxton said Google “effectively eliminated competition and made itself king of online advertising.” “If the free market is a baseball game, then Google is equivalent to pitching, batting and refereeing at the same time,” Paxton said in the video < / P > < p > nine Republican led states are cooperating with Texas as joint plaintiffs: Arkansas, Idaho, Indiana, Kentucky, Mississippi, Missouri, North Dakota, South Dakota and Utah. “Attorney general Paxton’s advertising technology claims are groundless, but he decided to push the case forward,” a Google spokesman said in a statement. We invest in state-of-the-art advertising technology services that can help businesses and consumers benefit. In the past 10 years, the price of digital advertising has declined, and the cost of advertising technology is also falling. Google’s advertising technology fees are lower than the industry average. These are the hallmarks of a competitive industry. We will actively respond to his groundless claims to the court. ” < / P > < p > this follows another lawsuit filed by the US Department of justice accusing Google of illegally maintaining its monopoly position as an online general search service by cutting off competitors from its main distribution channels. Texas, along with 10 other Republican state attorneys general, has joined the Justice Department lawsuit, leading a large multi state investigation into Google’s advertising technology business since last year. < / P > < p > a third antitrust lawsuit is expected to start as early as Thursday, possibly targeting Google’s search service, but focusing on how to weaken competitors by changing design, according to a report on Tuesday. < / P > < p > Paxton has recently come into the public eye for other reasons. In October, it was reported that senior officials in his office asked law enforcement to investigate Paxton for bribery charges. Paxton called the charges “false.”. Paxton recently led a lawsuit to challenge the outcome of the U.S. presidential election, asking the Supreme Court for permission to sue four key states seized by Biden, but the Supreme Court rejected the request. Global Tech