The DOJ and Google were recently present in court to provide some closing arguments related to the high-profile antitrust case. This had to do with Google's monopoly behavior and how it held the major share of the advertising market.
The DOJ highlighted that Google owned 91% of the ad market share but the search giant Google denied the claims, adding it only had 10% of the majority. This marks the final statements of the much talked about high-profile antitrust case against the search engine giant as a final decision is said to arise as early as the end of next month.
As per the DOJ, Google has created and worked in the market with a monopoly behavior. It continued to openly display ads through a wide number of offerings including Google Ads, DoubleClick, and the famous AdExchange. As a result of this, it controls 91% of publisher advertising servers while holding a mega 87% share for advertisers and different networks.
The case went on to speak about how Google’s behavior was confirmed in an email from 2009 where an ex-executive shared how the company’s goal is to display what the firm did to search. Moreover, prosecutors argued that this shows that the firm’s plan is to control the whole digital ads market.
Another leading part of this trial has to do with how the company got rid of internal chat texts. While the Android maker says most of them were casual conversations, others were certainly related to the business domain.
Google shared how it disagrees with the allegations framed against it in terms of holding the majority of the ad market share. It says that others like the DOJ see the digital ads as three different sectors but as per the company, it’s just two-sided. This includes digital ad buyers and digital ad sellers.
Hence, with this definition, Google is competing with other social media giants like TikTok, Netflix, and Meta. When further looking at these competitors, Google says the market share is only 10%. Furthermore, it adds how it has spent close to billions in terms of developing ad-based tech. It also argued that it does not need to share this advantage with other firms.
So the question remains if the federal judge does find Google guilty of unfair practices, what will happen? The answer is simple, the DOJ will ensure a forced sellout of its advertising business which earns tens of billions each year. As you can imagine, that’s a major loss to a company as massive as Google.
Image: DIW-Aigen
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The DOJ highlighted that Google owned 91% of the ad market share but the search giant Google denied the claims, adding it only had 10% of the majority. This marks the final statements of the much talked about high-profile antitrust case against the search engine giant as a final decision is said to arise as early as the end of next month.
As per the DOJ, Google has created and worked in the market with a monopoly behavior. It continued to openly display ads through a wide number of offerings including Google Ads, DoubleClick, and the famous AdExchange. As a result of this, it controls 91% of publisher advertising servers while holding a mega 87% share for advertisers and different networks.
The case went on to speak about how Google’s behavior was confirmed in an email from 2009 where an ex-executive shared how the company’s goal is to display what the firm did to search. Moreover, prosecutors argued that this shows that the firm’s plan is to control the whole digital ads market.
Another leading part of this trial has to do with how the company got rid of internal chat texts. While the Android maker says most of them were casual conversations, others were certainly related to the business domain.
Google shared how it disagrees with the allegations framed against it in terms of holding the majority of the ad market share. It says that others like the DOJ see the digital ads as three different sectors but as per the company, it’s just two-sided. This includes digital ad buyers and digital ad sellers.
Hence, with this definition, Google is competing with other social media giants like TikTok, Netflix, and Meta. When further looking at these competitors, Google says the market share is only 10%. Furthermore, it adds how it has spent close to billions in terms of developing ad-based tech. It also argued that it does not need to share this advantage with other firms.
So the question remains if the federal judge does find Google guilty of unfair practices, what will happen? The answer is simple, the DOJ will ensure a forced sellout of its advertising business which earns tens of billions each year. As you can imagine, that’s a major loss to a company as massive as Google.
Read next: Elon Musk Shares The Common Mistakes Most Users Make When Posting Links On X
