Google is facing a significant new legal challenge in the UK , with advertisers seeking up to £3 billion in damages over allegations the tech giant has monopolised the display advertising market. AGC Collective Actions Limited, represented by law firm KP Law, has filed an application with the UK’s Competition Appeal Tribunal. The claim asserts the tech giant favoured its own display advertising services, excluding rivals and potential competitors. This alleged abuse of its dominant position in the online display advertising market reportedly led to advertisers paying more for less effective campaigns. Display adverts are banner-style promotions used by businesses to reach people browsing online, watching videos, or using mobile apps, distinct from search engine adverts. Any advertisers based in the UK who paid for display advertising services provided by Google, whether purchased directly or through a media agency, are included within the claim. Google has been contacted for comment.…