Jauns m\u0113\u0123in\u0101jums sadal\u012bt Google: ASV Valsts departaments pieprasa rekl\u0101mas noda\u013cas p\u0101rdo\u0161anu<\/p>\n
ASV vald\u012bba sa\u0146em jaunu iesp\u0113ju p\u0101rliecin\u0101t feder\u0101lo tiesnesi par nepiecie\u0161am\u012bbu sadal\u012bt tehnolo\u0123iju gigantu Google. \u0160is solis sperts p\u0113c tam, kad iepriek\u0161 cita tiesne\u0161a l\u0113mums, lai gan atzinis uz\u0146\u0113mumu par monopolistu, tom\u0113r liedzis t\u0101 piln\u012bgu sadal\u012b\u0161anu. Advok\u0101ti no Google un Tieslietu ministrijas atkal st\u0101sies feder\u0101laj\u0101 ties\u0101 Aleksandrij\u0101, Vird\u017e\u012bnij\u0101, lai divu ned\u0113\u013cu garum\u0101 risin\u0101tu \u0161o sare\u017e\u0123\u012bto jaut\u0101jumu. Galvenais diskusiju temats b\u016bs ce\u013ci un metodes, k\u0101 atjaunot konkurenci dinamiskaj\u0101 rekl\u0101mas tehnolo\u0123iju tirg\u016b, ko, p\u0113c vald\u012bbas datiem, Google nelikum\u012bgi ir monopoliz\u0113jis.<\/p>\n
\u0160\u012b tiesas s\u0113de norisin\u0101s tikai da\u017eas ned\u0113\u013cas p\u0113c tam, kad Kolumbijas apgabala apel\u0101cijas tiesas tiesnesis Amit Mehta pie\u0146\u0113ma v\u0113sturisku l\u0113mumu, atz\u012bstot Google par tie\u0161saistes mekl\u0113\u0161anas tirgus monopolistu. Toreiz Mehta izvirz\u012bja priek\u0161likumu konkurences atjauno\u0161anai, ta\u010du tas izr\u0101d\u012bj\u0101s iev\u0113rojami maig\u0101ks nek\u0101 vald\u012bbas p\u0101rst\u0101vju cer\u0113ts. Jo \u012bpa\u0161i, tiesnesis noraid\u012bja pras\u012bbu uzlikt Google pien\u0101kumu p\u0101rdot savu p\u0101rl\u016bkprogrammu Chrome un \u013c\u0101va uz\u0146\u0113mumam turpin\u0101t maks\u0101jumus par priek\u0161roc\u012bbu poz\u012bciju ieg\u016b\u0161anu saviem pakalpojumiem p\u0101rl\u016bkprogramm\u0101s un viedt\u0101lru\u0146os. J\u0101atceras, ka jau 2023. gada septembr\u012b ASV Tieslietu ministrija iesniedza pras\u012bbu pret Google Va\u0161ington\u0101, aps\u016bdzot uz\u0146\u0113mumu par pretkonkur\u0113jo\u0161u praksi. Konkr\u0113ti, Google nostiprin\u0101ja savu statusu k\u0101 noklus\u0113juma mekl\u0113t\u0101jprogrammu p\u0101rl\u016bkprogramm\u0101s un viedt\u0101lru\u0146os, veicot iev\u0113rojamus maks\u0101jumus partneriem, piem\u0113ram, Apple. Paral\u0113li \u0161tatu \u0123ener\u0101lprokurori veica savas pretmonopola lietas, koncentr\u0113joties uz Google rekl\u0101mas biznesu un ekskluz\u012bvaj\u0101m vieno\u0161an\u0101s. 2024. gad\u0101 tiesnesis Amit Mehta atzina, ka Alphabet, r\u012bkojoties caur Google, p\u0101rk\u0101pj pretmonopola likumus, uzturot nelikum\u012bgu monopola st\u0101vokli mekl\u0113\u0161anas jom\u0101. P\u0113c tam tika uzs\u0101kts tiesved\u012bbas process par situ\u0101cijas labo\u0161anas pas\u0101kumiem, kas nosl\u0113dz\u0101s 2025. gada maija s\u0101kum\u0101. Tieslietu ministrija piepras\u012bja no tiesas uzlikt Alphabet pien\u0101kumu p\u0101rdot p\u0101rl\u016bkprogrammu Chrome un ar to saist\u012bto atv\u0113rt\u0101 pirmkoda projektu Chromium.<\/p>\n
Rekl\u0101mas tehnolo\u0123iju n\u0101kotne tiesas priek\u0161\u0101<\/p>\n
Lieta par rekl\u0101mas tehnolo\u0123ij\u0101m tiks skat\u012bta tiesneses Leonie Brinkema no Vird\u017e\u012bnijas Austrumu apgabala, kura ar\u012b iepriek\u0161 bija atzinusi Google par monopolistu divos rekl\u0101mas tehnolo\u0123iju tirgus segmentos. Lai gan vi\u0146a nav juridiski saist\u012bta ar Mehtas secin\u0101jumiem, tie\u0161\u0101m vi\u0146a tos \u0146ems v\u0113r\u0101. Vienlaikus Tieslietu ministrijai ir pamats cer\u0113t uz citu rezult\u0101tu, jo \u0161oreiz runa ir tie\u0161i par Google galvenajiem rekl\u0101mas produktiem. Vald\u012bba l\u016bdz Brinkenmu uzlikt Google par pien\u0101kumu p\u0101rdot AdX \u2013 digit\u0101lo rekl\u0101mas transakciju bir\u017eu, kas nodro\u0161ina rekl\u0101mu r\u0101d\u012b\u0161anu virs vai blakus daudziem t\u012bmek\u013ca vietn\u0113m. Tiesnese jau ir konstat\u0113jusi, ka Google nelikum\u012bgi ir apvienojis AdX ar savu rekl\u0101mas pakalpojumu Doubleclick for Publishers (DFP), ko izmanto vietnes, lai p\u0101rdotu rekl\u0101mas laukumu. T\u0101p\u0113c ir piln\u012bgi iesp\u0113jams, ka vi\u0146a atz\u012bs par lietder\u012bgu \u0161os produktus atdal\u012bt. Turkl\u0101t vald\u012bba v\u0113las, lai Google atkl\u0101tu DFP izsoles lo\u0123ikas pirmkodu. Ja tas neb\u016bs pietiekami, tiesa var piepras\u012bt no uz\u0146\u0113muma p\u0101rdot ar\u012b \u0161o produktu.<\/p>\n
Google pretargumenti un ce\u013c\u0161 uz risin\u0101jumu<\/p>\n
Google, savuk\u0101rt, uzskata, ka konstat\u0113t\u0101s probl\u0113mas var\u0113tu atrisin\u0101t bez radik\u0101liem pas\u0101kumiem. Uz\u0146\u0113mums \u0161os vald\u012bbas priek\u0161likumus d\u0113v\u0113 par m\u0113\u0123in\u0101jumu atcelt iepriek\u0161 veiktos uz\u0146\u0113mumu ieg\u0101des dar\u012bjumus, kurus pati tiesa nav atzinusi par pretkonkur\u0113jo\u0161iem. Google pied\u0101v\u0101 nodro\u0161in\u0101t piek\u013cuvi AdX sist\u0113mas re\u0101lajiem pied\u0101v\u0101jumiem tre\u0161o pu\u0161u rekl\u0101mas serveriem (pa\u0161laik \u0161\u0101da piek\u013cuve ir tikai DFP), \u013caut izdev\u0113jiem br\u012bvi eksport\u0113t savus datus un atteikties no vien\u012bg\u0101s cenu noteik\u0161anas politikas, kas ierobe\u017eoja izdev\u0113ju iesp\u0113jas noteikt rekl\u0101mas v\u0113rt\u012bbu. T\u0101pat uz\u0146\u0113mums pazi\u0146ojis, ka ir gatavs atteikties no First Look un Last Look izso\u013cu taktik\u0101m, kas, p\u0113c vald\u012bbas apgalvojumiem, deva Google netaisn\u012bgas priek\u0161roc\u012bbas.<\/p>\n
N\u0101kotnes perspekt\u012bvas un tiesu sist\u0113mas loma<\/p>\n
Priek\u0161\u0101 v\u0113l ilgs process. Google var\u0113s p\u0101rs\u016bdz\u0113t pa\u0161u l\u0113mumu par monopola esam\u012bbu tikai p\u0113c gal\u012bg\u0101 sprieduma par konkurences atjauno\u0161anas pas\u0101kumiem. Tas noz\u012bm\u0113, ka pat tad, ja Brinkema uzliks par pien\u0101kumu uz\u0146\u0113mumam p\u0101rdot da\u013cu sava biznesa, faktisk\u0101 \u012bsteno\u0161ana pras\u012bs vair\u0101kus gadus. Taj\u0101 pa\u0161\u0101 laik\u0101 tie\u0161i \u0161\u012b l\u0113muma m\u0113rogs par\u0101d\u012bs, cik liel\u0101 m\u0113r\u0101 tiesu sist\u0113ma ir gatava spert radik\u0101lus so\u013cus, lai sadal\u012btu lielas tehnolo\u0123iju korpor\u0101cijas, kas veicina gan inov\u0101cijas, gan koncentr\u0113tu varu. \u0160is gad\u012bjums ir k\u0101 spogulis, kas atspogu\u013co m\u016bsdienu digit\u0101l\u0101s ekonomikas izaicin\u0101jumus un nepiecie\u0161am\u012bbu p\u0113c l\u012bdzsvara starp tehnolo\u0123isko progresu un vesel\u012bgu tirgus konkurenci.<\/p>\n","protected":false},"excerpt":{"rendered":"Jauns m\u0113\u0123in\u0101jums sadal\u012bt Google: ASV Valsts departaments pieprasa rekl\u0101mas noda\u013cas p\u0101rdo\u0161anu ASV vald\u012bba sa\u0146em jaunu iesp\u0113ju p\u0101rliecin\u0101t feder\u0101lo…\n","protected":false},"author":2,"featured_media":22159,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[77,76,2010,7014,35,39,38,36,37,34,40,7013,2013,1356],"class_list":{"0":"post-22158","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-bizness","8":"tag-bizness","9":"tag-business","10":"tag-google","11":"tag-konkurence","12":"tag-latvia","13":"tag-latvian","14":"tag-latviesu","15":"tag-latviesu-valoda","16":"tag-latviesuvaloda","17":"tag-latvija","18":"tag-lv","19":"tag-monopols","20":"tag-reklamas-tehnologijas","21":"tag-tieslietu-ministrija"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts\/22158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/comments?post=22158"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/posts\/22158\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/media\/22159"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/media?parent=22158"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/categories?post=22158"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/lv\/wp-json\/wp\/v2\/tags?post=22158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}