NEW YORK • In 2017, Facebook said it was testing a new way of selling online advertising that would threaten Google’s control of the digital ad market. But, less than two years later, Facebook did an about-face and said it was joining an alliance of companies backing a similar effort by Google.
Facebook never said why it pulled back from its project, but evidence presented in an antitrust lawsuit filed by 10 state attorneys-general last month indicates that Google had extended to Facebook, its closest rival for digital ad dollars, a sweetheart deal to be a partner.
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