virtualarcade| Google faces litigation in the UK over its advertising technology

Alphabet, the parent company of Google, is urging a London court to block a large-scale lawsuitVirtualarcadeThe lawsuit accuses Google of abusing its dominant position in the online advertising market, the latest case against the search giant's business practices.

A party to the lawsuit is seeking up to 13.6 billion pounds ($16.9 billion) in damages on behalf of British website and app publishers. The publishers say they have suffered as a result of Google's so-called anti-competitive behavior.

Lawyers for advertising technology class action have asked the Competition Court of Appeal (CAT) to prove that the case will go to trial at the beginning of a three-day hearing on Wednesday.

However, Google said the case was incoherent and did not explain how so-called anti-competitive behaviour caused losses to publishers.

Robert O'Donoghue, a lawyer for Advertising Technology Collective Action, said the London lawsuit was "the latest in a series of major misuse of preferences involving Google".

The case comes as regulators are investigating Google's advertising technology business, including the UK Competition and Markets Authority (Competition and Markets Authority) and the European Commission (European Commission), and Mr O'Donoghue said the investigation was coming to an end.

O'Donoghue also mentioned two multibillion-euro fines imposed by the European Commission on Google for its online shopping search service and requiring Google to pre-install Google search and Chrome browser on Android mobile devices.

Google also faces two lawsuits in the US, one by the Department of Justice (Department of Justice) and the other by Texas and other states, accusing the company of anti-competitive behaviour.

In court documents in the Caterpillar case, Caterpillar's lawyers said the company "strongly denies potential charges against it". Google's influence in the advertising technology industry has greatly promoted competition. "

Ad Tech Collective Action's lawsuit is the latest in CAT's lawsuit against the tech giant. This year, the agency has approved a $3.8 billion lawsuit against Meta, the parent company of Facebook, and a nearly $1 billion lawsuit against Apple.