{"id":48113,"date":"2025-11-26T09:45:13","date_gmt":"2025-11-26T09:45:13","guid":{"rendered":"https:\/\/www.europesays.com\/lt\/48113\/"},"modified":"2025-11-26T09:45:13","modified_gmt":"2025-11-26T09:45:13","slug":"teismas-vercia-google-skelti-imperija-grasinama-isardyti-sukurta-reklamos-versla","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/lt\/48113\/","title":{"rendered":"Teismas ver\u010dia \u201eGoogle\u201c skelti imperij\u0105: grasinama i\u0161ardyti sukurt\u0105 reklamos versl\u0105"},"content":{"rendered":"

Lapkri\u010dio dvide\u0161imt pirm\u0105j\u0105 JAV federaliniame teisme baig\u0117si vienas svarbiausi\u0173 skaitmenin\u0117s ekonomikos antimonopolini\u0173 proces\u0173. \u201eGoogle\u201c advokatai pasak\u0117 baigiam\u0105sias kalbas ir band\u0117 i\u0161vengti priverstinio reklamos technologij\u0173 verslo padalijimo. \u0160i byla tapo \u017eenklu, kad reklamos rinka gali b\u016bti perra\u0161yta i\u0161 esm\u0117s.<\/p>\n

Teisingumo departamentas teigia, kad \u201eGoogle\u201c per\u017eeng\u0117 ribas, kai sutelk\u0117 per daug galios vienose rankose. Valstyb\u0117 reikalauja ne kosmetini\u0173 patais\u0173, o sprendim\u0173, kurie realiai gr\u0105\u017eint\u0173 konkurencij\u0105. D\u0117l to dabar sprend\u017eiamas klausimas, kokia bausm\u0117 ir kokie poky\u010diai turi b\u016bti taikomi.<\/p>\n

Procesas vyksta jautriu metu, kai reklamos pasaulis kei\u010diasi d\u0117l dirbtinio intelekto ir nauj\u0173 platform\u0173. Rinka gyvena greitu ritmu, tod\u0117l teismo sprendimo laukimas taip pat tampa rizika. Kiekviena u\u017edelsta diena gali palikti sen\u0105j\u0105 tvark\u0105 dar tvir\u010diau \u012fsi\u0161aknijusi\u0105.<\/p>\n

\"\"<\/p>\n

Teismo sprendimo esm\u0117<\/p>\n

Baland\u012f teis\u0117ja Leonie Brinkema pripa\u017eino, kad \u201eGoogle\u201c i\u0161laiko du neteis\u0117tus monopolius reklamos technologij\u0173 srityje. Tai rei\u0161kia, kad \u012fmon\u0117 tur\u0117jo per didel\u0119 \u012ftak\u0105 tiek reklamos pirkimui, tiek jos pardavimui internete. Dabar teismas nagrin\u0117ja priemones, kurios tur\u0117t\u0173 pa\u0161alinti \u0161ias pasekmes.<\/p>\n

\u0160i proceso dalis vadinama priemoni\u0173 etapu, nes joje sprend\u017eiama, kaip atkurti s\u0105\u017eining\u0105 konkurencij\u0105. Sprendimas palies ne tik \u201eGoogle\u201c, bet ir vis\u0105 skaitmenin\u012f versl\u0105 nuo leid\u0117j\u0173 iki reklamos u\u017esakov\u0173. Tod\u0117l teismo pasirinktas kelias gali tapti precedentu kitoms technologij\u0173 byloms.<\/p>\n

Valstyb\u0117s si\u016blomi \u017eingsniai<\/p>\n

Prokurorai siekia, kad \u201eGoogle\u201c parduot\u0173 savo reklamos bir\u017e\u0105 \u201eAdX\u201c ir leid\u0117jams skirt\u0105 reklamos server\u012f \u201eDFP\u201c. J\u0173 nuomone, tik toks strukt\u016brinis pokytis nutraukt\u0173 grandin\u0119, kurioje viena \u012fmon\u0117 valdo visus sandorio etapus. Taip b\u016bt\u0173 atvertos durys naujiems rinkos dalyviams.<\/p>\n

Valstyb\u0117 pabr\u0117\u017eia, kad vien elgesio taisykl\u0117s problemos nei\u0161spr\u0119s, nes kontrol\u0117s centrai likt\u0173 tie patys. Net ir padidinus skaidrum\u0105, monopolinis prana\u0161umas i\u0161likt\u0173 d\u0117l infrastrukt\u016bros ir duomen\u0173 sutelkimo. Tod\u0117l si\u016blomas turto pardavimas vertinamas kaip vienintel\u0117 reali priemon\u0117.<\/p>\n

\u201eGoogle\u201c gynyba ir galimi padariniai<\/p>\n

\"\"<\/p>\n

\u201eGoogle\u201c teigia, kad priverstinis padalijimas b\u016bt\u0173 techni\u0161kai sunkiai \u012fgyvendinamas ir sukelt\u0173 rinkoje sumai\u0161t\u012f. Pasak advokat\u0173, reklamos sistema glaud\u017eiai susieta, tod\u0117l jos i\u0161ardymas gal\u0117t\u0173 sutrikdyti dienos eigoje veikian\u010dius aukcionus. Tai es\u0105 galiausiai pakenkt\u0173 tiek leid\u0117jams, tiek reklamos pirk\u0117jams.<\/p>\n

Bendrov\u0117 si\u016blo elgesio priemones, tai yra pa\u017ead\u0105 keisti praktik\u0105 ir didinti skaidrum\u0105 be turto pardavimo. Teis\u0117ja atkreip\u0117 d\u0117mes\u012f, kad toks kelias gali b\u016bti per l\u0117tas, o bet koks padalijimo nurodymas grei\u010diausiai b\u016bt\u0173 apsk\u0173stas. Sprendimo laukiama dvide\u0161imt \u0161e\u0161t\u0173j\u0173 prad\u017eioje, ta\u010diau kova d\u0117l reklamos rinkos formos gali t\u0119stis dar ilgai.<\/p>\n","protected":false},"excerpt":{"rendered":"Lapkri\u010dio dvide\u0161imt pirm\u0105j\u0105 JAV federaliniame teisme baig\u0117si vienas svarbiausi\u0173 skaitmenin\u0117s ekonomikos antimonopolini\u0173 proces\u0173. \u201eGoogle\u201c advokatai pasak\u0117 baigiam\u0105sias kalbas…\n","protected":false},"author":2,"featured_media":38049,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[4406,81,12175,4209,12176,37,39,36,38,40,12178,12174,12177,255,1515,12179,46],"class_list":{"0":"post-48113","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-verslas","8":"tag-google","9":"tag-business","10":"tag-grasinama","11":"tag-imperija","12":"tag-isardyti","13":"tag-lietuva","14":"tag-lietuviu","15":"tag-lithuania","16":"tag-lithuanian","17":"tag-lt","18":"tag-reklamos","19":"tag-skelti","20":"tag-sukurta","21":"tag-teismas","22":"tag-vercia","23":"tag-versla","24":"tag-verslas"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@lt\/115615362617494727","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/posts\/48113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/comments?post=48113"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/posts\/48113\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/media\/38049"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/media?parent=48113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/categories?post=48113"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/lt\/wp-json\/wp\/v2\/tags?post=48113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}