Rumble, a video-sharing platform, has filed a lawsuit against Google for allegedly engaging in anticompetitive practices in its digital advertising business. The lawsuit seeks more than USD 1 billion in damages.

Rumble alleges that Google has monopolized the ad tech stack by acquiring companies representing buyers and sellers in the digital advertising ecosystem. This alleged monopoly allows Google to charge anti-competitive transaction fees and lock users into its platform.

Analyst QuickTake: Rumble's lawsuit against Google for alleged anti-competitive digital advertising practices represents an ongoing battle between tech giants and smaller players in the industry. This lawsuit, along with Rumble's ongoing 2021 lawsuit against Google, highlights concerns about monopolistic practices and unfair competition in the digital advertising market. To overcome these challenges, there needs to be increased scrutiny and regulation of Big Tech companies to ensure a level playing field for all participants.