Share: The multistate antitrust lawsuit against Google that dropped on Wednesday evening is so squarely focused on ad tech that the term “header bidding” shows up more than 110 times. The suit details alleged anticompetitive sins related to the way in which Google runs its multibillion-dollar online advertising business, including the claim that Google colluded with Facebook to rig the digital ad market and shut out rival exchanges. Texas Attorney General Ken Paxton, who led the investigation, summed up the case in a video posted to the Texas AG’s Twitter account, accusing Google of using its monopolistic power to control ad pricing and engage in market collusion to manipulate auctions.