Specifically, Google's consumer-facing businesses (such as Search, Gmail, Maps, YouTube, Chrome, Android OS) provide Google with an unparalleled source of user data that advertisers can use to target their display ads and track their campaigns' effectiveness. But to use those services to target users, Google allegedly requires advertisers to use Google's ad tech offerings. Third, Google allegedly used its control over how its advertiser clients can bid on Publishers' ad inventory to essentially prevent Publishers from accessing Google's pool of advertisers without using Google's publisher ad server. Because Google allegedly controls so much advertiser demand through this scheme, Publishers are left with little choice but to use Google's ad server—a fact reflected in Google's alleged 90% market share.