{"id":1979,"date":"2023-01-25T19:28:16","date_gmt":"2023-01-25T19:28:16","guid":{"rendered":"https:\/\/fonexmedya.com\/?p=1979"},"modified":"2023-01-25T19:28:17","modified_gmt":"2023-01-25T19:28:17","slug":"abd-reklam-pazari-uzerinde-fazla-guce-sahip-oldugu-iddiasiyla-googlea-dava-acti","status":"publish","type":"post","link":"https:\/\/fonexmedya.com\/?p=1979","title":{"rendered":"ABD, reklam pazar\u0131 \u00fczerinde fazla g\u00fcce sahip oldu\u011fu iddias\u0131yla Google’a dava a\u00e7t\u0131\u00a0."},"content":{"rendered":"
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ABD Adalet Bakanl\u0131\u011f\u0131 (DOJ) ve sekiz ABD eyaleti\u00a0<\/span><\/b>, \u00e7evrimi\u00e7i reklam pazar\u0131 \u00fczerinde \u00e7ok fazla g\u00fcce sahip oldu\u011fu iddias\u0131yla Google’a dava a\u00e7t\u0131\u00a0<\/b><\/span>.<\/span><\/b><\/p>\n<\/div>\n<\/div>\n

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ABD Ba\u015fsavc\u0131s\u0131 Merrick Garland, \u015firketin rekabete ayk\u0131r\u0131 eylemlerinin “reklam teknolojisi end\u00fcstrisindeki rekabeti yok etmese de zay\u0131flatt\u0131\u011f\u0131n\u0131” s\u00f6yledi.<\/span><\/p>\n<\/div>\n<\/div>\n

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Google, DOJ’u “kusurlu bir arg\u00fcman\u0131 ikiye katlamakla” su\u00e7lad\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

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Firma, davan\u0131n rekabet\u00e7i bir sekt\u00f6rde “kazananlar\u0131 ve kaybedenleri se\u00e7meye” \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/span><\/p>\n<\/div>\n<\/div>\n

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\u00c7evrimi\u00e7i reklamc\u0131l\u0131k, Google’\u0131n milyarlarca dolarl\u0131k gelirindeki aslan pay\u0131n\u0131 olu\u015fturmaktad\u0131r.<\/span><\/p>\n<\/div>\n<\/div>\n

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Google pazar lideri, ancak pazar ara\u015ft\u0131rma \u015firketi Insider Intelligence’a g\u00f6re ABD’deki toplam dijital reklam geliri dilimi 2016’daki %36,7’den 2022’de %28,8’e d\u00fc\u015ft\u00fc.<\/span><\/p>\n<\/div>\n<\/div>\n

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Daha fazla \u00f6deme duvar\u0131<\/span><\/span><\/h2>\n<\/div>\n
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Bay Garland, Google’\u0131n rekabete ayk\u0131r\u0131 davran\u0131\u015f\u0131n\u0131n \u00fc\u00e7 temel alana yay\u0131ld\u0131\u011f\u0131n\u0131 iddia etti:<\/span><\/p>\n<\/div>\n<\/div>\n

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  • Neredeyse t\u00fcm b\u00fcy\u00fck web sitesi yay\u0131nc\u0131lar\u0131 taraf\u0131ndan sat\u0131l\u0131k reklam alan\u0131 sunmak i\u00e7in kullan\u0131lan teknolojiyi kontrol eder.<\/span><\/li>\n
  • Reklamverenler taraf\u0131ndan reklam alan\u0131 sat\u0131n almak i\u00e7in kullan\u0131lan lider arac\u0131 kontrol eder.<\/span><\/li>\n
  • Yay\u0131nc\u0131lar ve reklamverenlerle e\u015fle\u015fen en b\u00fcy\u00fck reklam al\u0131\u015fveri\u015fini kontrol eder.<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n
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    Garland, Google’\u0131n plan\u0131n\u0131n bir sonucu olarak “web sitesi yarat\u0131c\u0131lar\u0131 daha az kazan\u0131yor ve reklamverenler daha fazla \u00f6d\u00fcyor” dedi.<\/span><\/p>\n<\/div>\n<\/div>\n

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    Bu, daha az yay\u0131nc\u0131n\u0131n abonelikler, \u00f6deme duvarlar\u0131 veya di\u011fer para kazanma bi\u00e7imleri olmadan i\u00e7erik sunabilece\u011fi anlam\u0131na geliyordu.<\/span><\/p>\n<\/div>\n<\/div>\n

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    Ba\u015fsavc\u0131 Yard\u0131mc\u0131s\u0131 Jonathan Kanter, firman\u0131n 15 y\u0131l\u0131 a\u015fk\u0131n s\u00fcredir yapt\u0131\u011f\u0131 eylemlerin “rakipleri kovma, rekabeti azaltma, reklam maliyetlerini art\u0131rma, web sitesi yay\u0131nc\u0131 gelirlerini d\u00fc\u015f\u00fcrme, yenili\u011fi engelleme ve halka a\u00e7\u0131k fikir pazar\u0131m\u0131z\u0131 d\u00fczle\u015ftirme” etkisine sahip oldu\u011funu iddia etti.<\/span><\/p>\n<\/div>\n<\/div>\n

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    Ancak yapt\u0131\u011f\u0131 a\u00e7\u0131klamada Google, yasal i\u015flemin “son derece rekabet\u00e7i reklam teknolojisi sekt\u00f6r\u00fcnde kazananlar\u0131 ve kaybedenleri belirlemeye \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131” s\u00f6yledi.<\/span><\/p>\n<\/div>\n<\/div>\n

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    “Teksas Ba\u015fsavc\u0131l\u0131\u011f\u0131’n\u0131n as\u0131ls\u0131z bir davas\u0131n\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde kopyal\u0131yor ve bunlar\u0131n \u00e7o\u011fu yak\u0131n zamanda bir federal mahkeme taraf\u0131ndan reddedildi.<\/span><\/p>\n<\/div>\n<\/div>\n

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    “DOJ, yenili\u011fi yava\u015flatacak, reklam \u00fccretlerini art\u0131racak ve binlerce k\u00fc\u00e7\u00fck i\u015fletme ve yay\u0131nc\u0131n\u0131n b\u00fcy\u00fcmesini zorla\u015ft\u0131racak kusurlu bir arg\u00fcman\u0131 ikiye katl\u0131yor.”<\/span><\/p>\n<\/div>\n<\/div>\n

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    K\u00fcresel reklamlardan sorumlu ba\u015fkan yard\u0131mc\u0131s\u0131 Dan Taylor,\u00a0bir\u00a0<\/span>blog g\u00f6nderisinde , DOJ’un eyleminin “y\u0131llarca s\u00fcren yenili\u011fi tersine \u00e7evirerek daha geni\u015f reklamc\u0131l\u0131k sekt\u00f6r\u00fcne zarar verece\u011fini” s\u00f6yledi.<\/span><\/p>\n<\/div>\n<\/div>\n

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    sekiz eyalet<\/span><\/span><\/h2>\n<\/div>\n
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    Yakla\u015f\u0131k 150 sayfal\u0131k \u015fikayet, Google’\u0131 ABD antitr\u00f6st yasas\u0131n\u0131 ihlal etmekle su\u00e7luyor ve “Google’\u0131n rekabet kar\u015f\u0131t\u0131 plan\u0131n\u0131 durdurmay\u0131, Google’\u0131n pazardaki tekelci hakimiyetini gev\u015fetmeyi ve rekabeti dijital reklamc\u0131l\u0131\u011fa geri getirmeyi” hedefliyor.<\/span><\/p>\n<\/div>\n<\/div>\n

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    Mahkemeler ABD h\u00fck\u00fcmetinin yan\u0131nda yer al\u0131rsa, bu, firman\u0131n reklamc\u0131l\u0131k i\u015finin da\u011f\u0131lmas\u0131na yol a\u00e7abilir.\u00a0Adalet Bakanl\u0131\u011f\u0131 \u015fikayeti, mahkemeden Google’\u0131 reklam i\u015finin bir k\u0131sm\u0131n\u0131 elden \u00e7\u0131karmaya zorlamas\u0131n\u0131 istiyor.<\/span><\/p>\n<\/div>\n<\/div>\n

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    ABD’nin Connecticut, California, Colorado, New Jersey, New York, Rhode Island, Tennessee ve Virginia eyaletleri de davaya kat\u0131l\u0131yor.<\/span><\/p>\n<\/div>\n<\/div>\n

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    Bu son dava, Trump ba\u015fkanl\u0131\u011f\u0131 s\u0131ras\u0131nda aramadaki hakimiyeti nedeniyle teknoloji devine kar\u015f\u0131 ba\u015flat\u0131lan 2020 eylemini takip ediyor.<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    ABD Adalet Bakanl\u0131\u011f\u0131 (DOJ) ve sekiz ABD eyaleti\u00a0, \u00e7evrimi\u00e7i reklam pazar\u0131 \u00fczerinde \u00e7ok fazla g\u00fcce sahip oldu\u011fu iddias\u0131yla Google’a dava a\u00e7t\u0131\u00a0. ABD Ba\u015fsavc\u0131s\u0131 Merrick Garland, \u015firketin rekabete ayk\u0131r\u0131 eylemlerinin “reklam teknolojisi end\u00fcstrisindeki rekabeti yok etmese de zay\u0131flatt\u0131\u011f\u0131n\u0131” s\u00f6yledi. Google, DOJ’u “kusurlu bir arg\u00fcman\u0131 ikiye katlamakla” su\u00e7lad\u0131. Firma, davan\u0131n rekabet\u00e7i bir sekt\u00f6rde “kazananlar\u0131 ve kaybedenleri se\u00e7meye” …<\/p>\n","protected":false},"author":1,"featured_media":1980,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,19,1,20],"tags":[65,612,611,613],"class_list":["post-1979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tie-world","category-tie-business","category-onemli","category-tie-tech","tag-abd","tag-google-dava-acildi","tag-reklam-pazari","tag-sekiz-abd-eyaleti"],"_links":{"self":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/1979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1979"}],"version-history":[{"count":1,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/1979\/revisions"}],"predecessor-version":[{"id":1981,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/1979\/revisions\/1981"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/media\/1980"}],"wp:attachment":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}