“One monopoly is bad enough”
Advertisement tech monopoly trial might injure Google more than DOJ’s search case, professionals state.
Karen Dunn, among the attorneys representing Google, beyond the Albert V. Bryan United States Courthouse at the start of a Department of Justice antitrust trial versus Google over its advertiing service in Alexandria, Virginia, on September 9, 2024. Credit: SAMUEL CORUM/ Contributor|AFP
Karen Dunn, among the attorneys representing Google, beyond the Albert V. Bryan United States Courthouse at the start of a Department of Justice antitrust trial versus Google over its advertiing company in Alexandria, Virginia, on September 9, 2024. Credit: SAMUEL CORUM/ Contributor|AFP
On Monday, the United States Department of Justice’s next monopoly trial versus Google began in Virginia– this time challenging the tech giant’s advertisement tech supremacy.
The trial follows Google lost 2 significant cases that showed Google had a monopoly in both basic search and the Android app shop. Throughout her opening declaration, DOJ attorney Julia Tarver Wood informed United States District Judge Leonie Brinkema– who will be ruling on the case after Google cut a check to prevent a jury trial– that “it’s worth stating the peaceful part out loud,” AP News reported.
“One monopoly is bad enough,” Wood stated. “But a trifecta of monopolies is what we have here.”
In its problem, the DOJ argued that Google broke competitors in the advertisement tech area “by taking part in an organized project to take control of the large swath of modern tools utilized by publishers, marketers, and brokers, to assist in digital marketing.”
The outcome of such “perilous” presumably anti-competitive habits is that today Google pockets a minimum of 30 cents “of each marketing dollar streaming from marketers to site publishers through Google’s advertisement tech tools … and in some cases much more,” the DOJ declared.
As Google revenues off both marketers and publishers, “site developers make less, and marketers pay more” than “they would in a market where unconfined competitive pressure might discipline rates and lead to more ingenious advertisement tech tools,” the DOJ declared.
On Monday, Wood informed Brinkema that Google deliberately put itself in this position to “control the guidelines of advertisement auctions to its own advantage,” The Washington Post reported.
“Publishers were naturally furious,” Wood stated. “The proof will reveal that they might not do anything.”
Wood validated that the DOJ prepared to call a number of publishers as witnesses in the coming weeks to describe the damages triggered. Anticipated to take the stand will be “executives from business consisting of USA Today, [Wall Street] Journal moms and dad business News Corp., and the Daily Mail,” the Post reported.
The advertisement tech trial, which is anticipated to last 4 to 6 weeks, might be the most substantial of the monopoly trials Google has actually just recently dealt with, professionals have actually stated.
That’s because throughout the DOJ’s trial showing Google’s monopoly in search,