How breaking up Google could lower your online shopping bill

The US Department of Justice is suing Google for alleged monopoly practices in online advertising. The DOJ claims Google's control of ad tech markets has led to higher costs for advertisers and publishers, potentially impacting consumer prices. Experts suggest that breaking up Google's ad tech could lead to more privacy-friendly advertising models, higher-quality ads, and increased revenue for publishers. This could result in less paywalled content and a more open internet. If successful, the lawsuit may reduce online ad costs by up to 10% and save advertisers and publishers nearly $2 billion over four years.