Teads has launched legal action against Google alleging that the search giant still operates some anti-competitive practices in its digital ads ecosystem. Teads said that when Google tied its Google Ads ad platform to its ad exchange AdX, rival exchanges lost out on about 6.88 trillion impressions between 2017 and 2023. “For years, Google used its dominance to suppress fair competition and distort the digital ad tech ecosystem to its own advantage,” Teads CEO David Kostman said. According to the complaint, Teads alleges Google’s ad tech practices unfairly distorted the marketplace, restricting competition and limiting the company’s growth and revenue potential. The company argues those actions disadvantaged independent advertising platforms while strengthening Google’s position across the digital advertising supply chain.