07:39 AM EDT, 05/14/2024 (MT Newswires) -- (Updates with Google's ( GOOG ) response in the second and third paragraph, and minor edits throughout.)

Rumble (RUM) said late Monday it filed a second lawsuit against Alphabet's (GOOG, GOOGL) Google ( GOOG ) for allegedly attempting to monopolize digital advertising. In the new lawsuit, filed in the US District Court for the Northern District of California, Rumble seeks injunctive relief and damages of more than $1 billion.

Google ( GOOG ) called Rumble's claims "simply wrong" in an email responding to an MT Newswires request for comment, and said it would "show the court how our advertising products benefit publishers and help them fund their content online."

Google ( GOOG ) said that Rumble has numerous options to monetize advertising. "In fact, Rumble uses dozens of competing ad services, including Google Ad Manager. And when publishers choose to use Google ( GOOG ) tools, they keep the vast majority of revenue."

Rumble's accuses Google ( GOOG ) of buying up firms across the ad tech stack chain and implementing "anticompetitive and exclusionary practices" in violation of the Sherman Antitrust Act. The company also alleges that Google ( GOOG ) convinced Meta's (META) Facebook not to offer competing alternatives to its online advertising tools.

Meta did not immediately respond to MT Newswires' requests for comment.

The company said this new lawsuit is separate from an earlier one it filed against Google ( GOOG ) for directing users to its own YouTube ( GOOG ) over other video-sharing platforms, which remains in the discovery stage.

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