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Nebraska Joins FTC and Coalition States Lawsuit Against Ad Agencies for Digital Advertising Collusion

Nebraska Attorney General Hilgers joined the FTC and eight states in filing an antitrust lawsuit against major advertising agencies WPP, Publicis, Dentsu, Omnicom, and IPG for allegedly colluding since 2018 to establish common 'Brand Safety Floor' standards targeting 'misinformation.' The complaint alleges that firms NewsGuard and the Global Disinformation Index were used to promote demonetization of disfavored political viewpoints, displacing competition in the market for ad-buying services. The ad agencies have agreed to a proposed consent order that would prevent engaging in agreements setting common brand safety standards or restricting advertising based on biased criteria. The complaint and order were filed in the U.S. District Court for the Northern District of Texas.