Google is facing further legal action in the UK on behalf of advertisers alleging it monopolises the market for display advertising. A group making a claim against the technology giant is seeking damages estimated to be in the region of up to £3 billion. AGC Collective Actions Limited, represented by law firm KP Law, has filed an application for proceedings with the UK’s Competition Appeal Tribunal. The claim alleges Google favoured its own display advertising services while excluding competitors and potential competitors, leaving advertisers paying more for less effective adverts. It alleges Google abuses its dominant position in the online display advertising market. Display adverts are banner-style promotions used by businesses to reach people when they are browsing online, watching videos or using mobile apps. It is different to search engine adverts which are placed where people are using search engines to browse the internet.…