Google and Microsoft agree to start Suing each other again

Google and Microsoft have agreed to stop the non-aggression pact that was signed five years ago. The pact allowed the companies to set aside their numerous lawsuits and resolve their conflicts behind closed doors.

The companies recently disagreed over fair pay in ad tech, and they are escalating the issue by unraveling the pact. By undoing the pact, the companies are opening themselves up to additional antitrust scrutiny.

The ad tech problem surfaced just three years into the agreement, when Microsoft complained that Google was dragging its feet in supporting some of Bing’s new ad formats in one of its ad management tools, Search Ads 360. In addition, an antitrust lawsuit filed by state attorneys general claims that Google also favors its own platform by offering automated auctions to optimize bids; an equivalent tool isn’t available to advertisers seeking to book space on Bing.

As a result of the moves (or lack thereof), advertisers using Google’s ad platform found it easier to buy ads on Google, not Bing. Other search engines that rely on Bing are also affected, including DuckDuckGo, Yahoo, and Ecosia.

“We raised the concerns with them, and they just turned a deaf ear,” Microsoft President Brad Smith said earlier this year. Google’s unwillingness to work with Bing, he said, was costing the company hundreds of millions of dollars per year in ad revenue. (https://arstechnica.com/tech-policy/2021/06/google-and-microsoft-ditch-non-aggression-pact-rev-up-rivalry-again/)

Nice let me warn my popcorn up while these two fight it in the court

Mr Positive said:

Nice let me warn my popcorn up while these two fight it in the court

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When both of them are trying really hard to get a bigger share of the pie, it's difficult to do that peacefully especially when one part is losing badly.
This was bound to happen, it would be now interesting to see how many new lawsuits now come out of this and who wins.

This is going to be fun

Always glad to see Google take a hit.

they can whine all they want but Microsoft is making it difficult to start advertising with them. can't seem to open an account and get it to stick... always some unknown suspension. mothrkckers

Someone needs to take down Google (and also Facebook). They are way too powerful. I have no idea what they are thinking or what they actually want, but they are not doing any good at all.

For me I would like to be involved in the disagreements with both so I can get both to hate the other people more while I laugh while they go to war against the other .

Two giants going at it, this will be fun

off topic, but my old man uses bing for the pretty front pics they update every day. they are really pretty, i recommend checking it out at least once. wish they had a button to see the full picture without browser stuff blocking it.

My next Laptop is definately going to be Chrome OS based which is free of cost.