The plaintiff states allege that monopolized or attempted to monopolize products and services used by advertisers and publishers in online-display advertising on third-party sites. The complaint also alleges that Google engaged in false, misleading and deceptive acts while selling, buying and auctioning online-display ads. These anticompetitive and deceptive practices diminished publishers’ ability to monetize content, increased advertisers’ costs to advertise and directly harmed consumers. Google represents both the buyers and the sellers of online-display advertising and Google competes directly against the buyers and sellers they separately represent—all while operating the largest exchange on which these ad products are bought and sold. the states alleged violations of Sherman Act sec. 2 (unlawful monopoly maintenance, attempted monopoly in markets related to online display advertising, and unlawful tying) Sherman Act sec. 1 (an illegal agreement with Facebook) and violated state consumer protection and deceptive trade laws through their representations to publishers and to consumers.