Teads Sues Google Over Anticompetitive Ad-Tech Practices

Teads Holding has filed a lawsuit against Google LLC and its parent company Alphabet Inc. in the Southern District of New York, seeking treble damages and injunctive relief over conduct deemed unlawful by a Virginia federal court.

The complaint alleges that Google used its dominance to suppress fair competition and distort the digital ad-tech ecosystem to its advantage. Teads CEO David Kostman wrote in a statement that this had caused the company to lose approximately 6.88 trillion ad impressions between 2017 and 2023 due to an anticompetitive tie.

The lawsuit follows a previous ruling by Judge Leonie Brinkema in the Eastern District of Virginia, which found that Google had engaged in unlawful anticompetitive practices with respect to digital ad-tech markets. Teads has also been working closely with Google on various projects, including a partnership announced in February for connected TV (CTV) HomeScreen ad inventory.

The company's lawsuit presents several risks to its business, including the potential for retaliatory actions by Google. Teads' integration with Google BigQuery, Cloud Dataflow, and Cloud Storage has allowed the company to process more than 30 billion daily ad-related streaming events while reducing operational infrastructure costs.