Digital ad platform Viamedia has released a statement saying that they will be moving forward with an antitrust lawsuit with Comcast. The case was previously dismissed by a district court. Viamedia appealed and the decision was reversed, meaning that the case will no be presented to a jury.
Viamedia claims that Comcast violated antitrust laws by using acquisitions to gain control of “interconnects” which forced competing cable TV providers to purchase ads from Comcast-owned ad services. They claim this effectively prevented smaller ad companies like Viamedia from doing business in Chicago, Detroit and Hartford.
“We are pleased the Seventh Circuit found that our allegations and evidence are sufficient to support our antitrust claims. This is a good day for the Viamedia team, our partners and for competition in our industry. We look forward to the opportunity to present our case to a jury and be compensated for the substantial damages to the company, as well as seek remedies that will restore Interconnects as the inclusive marketplaces they were intended to be,” the company said in a statement.
Reports show that Viamedia is seeking $160 million in damages. A jury will decide if Comcast has used its monopoly over interconnects to eliminate competition in advertising for cable services as well as MVPDs.
“While we are still reviewing the decision, we are disappointed with the panel’s reversal of the lower court’s very thorough and well-reasoned decision, which was based on a careful examination of the record and the appropriate application of longstanding antitrust law. We think the decision reflects a misunderstanding of the facts and a misapplication of the law, and we are considering all of our options,” Comcast said in a statement.
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