Sydney Times Media is involved in a class action lawsuit against Google
Media Statement written by Axel Ritenis, Editor of the Sydney Times,.. with editing and fact checking assistance of Google Gemini AI
Melbourne,03 February,2025
Sydney Times Media the owner of this site (www.sydneytimes.net.au) is involved in a class action lawsuit against Google. According to recent updates and media reports, Sydney Times Media is a Joint Lead claimant/applicant (together with Q-News Pty Ltd) in a class action lawsuit filed in the Federal Court of Australia in December 2024, alleging that Google’s dominance in the digital advertising market has led to significant revenue losses for news publishers
The class action lawsuit filed against Google in Australia, alleges the tech giant has abused its market dominance in the advertising technology sector, causing significant financial losses for website and app publishers. The action, commenced on December 16, 2024, is spearheaded by QNews Pty Ltd and Sydney Times Media Pty Ltd and is open to all Australian publishers who used Google’s ad tech tools between December 16, 2018, and December 16, 2024.
The lawsuit claims that publishers would have earned substantially more revenue from advertising if not for Google’s anti-competitive practices. It targets several of Google’s ad tech products, including Google Ad Manager (GAM), Doubleclick for Publishers (DFP), Google Ad Exchange (AdX), and Google AdSense/AdMob.
Piper Alderman is prosecuting the case, with funding from Woodsford. This arrangement means participating publishers will not incur any costs or financial risk related to the legal proceedings.
Confidential registration for affected publishers is available at www.googleadtechaction.com.au.
Allegations and Background:
The class action alleges that Google’s dominance in the ad tech market has allowed it to engage in “leveraging and self-preferencing conduct, which has likely interfered with the competitive process,” as previously stated by the Australian Competition and Consumer Commission (ACCC) in their August 2021 report.
The ACCC’s report concluded that “Google is the largest supplier of ad tech services across the entire ad tech supply chain: no other provider has the scale or reach across the ad tech supply chain that Google does.”
This Australian action follows similar scrutiny and legal challenges against Google’s ad tech practices in other jurisdictions.
In June 2021, the French competition authority fined Google €220 million for abusing its dominant position in the ad tech market. Google accepted the fine and agreed to modify its conduct.
Furthermore, investigations or legal proceedings are underway in the UK, the EU, the US, and Canada concerning Google’s ad tech practices.
Class actions are also being pursued against Google in the UK, EU, and Canada.
Key Quotes:
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Greg Whyte, Partner at Piper Alderman: “This class action is of major importance to publishers, who have suffered as a result of Google’s practices in the ad tech monopoly that it has secured. As is the case in several other jurisdictions around the world, Google will be required to respond to and defend its monopolistic practices which significantly affect competition in the Australian publishing market.”
- Lillian Rizio and Greg Whyte, Partners at Piper Alderman: “The issues it is raising have been the subject of numerous regulatory findings, both in Australia and overseas… The issues being raised in this case are not novel. They are well-established.”
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Charlie Morris, Chief Investment Officer at Woodsford: “This class action follows numerous other class actions against Google in other jurisdictions regarding its infringement of competition laws in relation to AdTech. This action aims to hold Google to account for its misuse of market power and compensate website and app publishers for the consequences of Google’s misconduct. Working closely with economists, we have determined that Australian website and app publishers have been earning significantly less revenue and profits from advertising than they should have. We aim to right this wrong.”
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Richard Bakker, QNews Publisher: “I’ve decided to take on this role because Google’s dominance in the ad tech market has created an environment that’s not just unfair but also detrimental to smaller publishers and media outlets. Their practices stifle competition and leave businesses like mine with little choice but to accept unfavourable terms. It’s time to level the playing field and ensure that innovation and diversity in media can thrive without being crushed under monopolistic practices.”
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Axel Ritenis, Sydney Times Publisher: “One of the primary problems is that Google’s functions and operations are quite opaque; there are these algorithms being used and nobody really understands how their systems work, except for them… This class action is based on the (old) Trade Practices Act (now known as the Competition and Consumer Act) and our objection to Google relates to fair trading, monopolisation and restraints on trade… Google ads are used by thousands of companies in this country, from small owner-operated businesses up to corporate entities. Because Google controls the space, people have no alternative but to use Google for their advertising.”
The David vs. Goliath Battle:
The publishers acknowledge the challenge of taking on a company of Google’s size. As of December 2024, Google/Alphabet Inc. had a market capitalization of AUD $3.671 trillion. However, they emphasize the importance of fighting for fair competition and a level playing field.
Mainstream Publishers ignored the AdTech Class action story
Mainstream publishers largely ignored the Adtech Google Class action story and failed to report on this case in December 2024 when it was filed.
Was there a hidden agenda behind this ?
Observers are speculating that they harbour concerns about potential repercussions from Google should they join the class action, citing the tech giant’s significant influence.
“It is clear that they enjoy a symbiotic relationship with Big Tech including Google (some Cynics have alleged collusion),..and in view of the well documented problems with Meta they are reluctant to “take on Google at the same time in the present environment when the impact of AI as an alternative News source to “Mainstream Media” hasn’t fully crystalized.
Second lawsuit filed
A second “Copycat lawsuit”, spearheaded by Maurice Blackburn, represents regional publisher Riverine Grazier.
This lawsuits allege that Google’s dominance in the digital advertising market has allowed it to charge excessive fees to advertisers and publishers. Google has denied any wrongdoing, stating that the lawsuits “ignore the intense competition” in the digital advertising market.
Next Steps:
The first (original class action) will now proceed through the court system. Piper Alderman anticipates the litigation could take several years. The case will likely involve complex technical and economic evidence to establish Google’s market power and the impact of its practices on publishers.
To register your interest in the above class action Contact:
For inquiries regarding the class action, contact googleadtech@piperalderman.com.au.
