The US division of justice will make its remaining argument on Monday that Google illegally dominated internet advertising know-how, searching for a second antitrust win in opposition to the corporate.
The closing arguments cap a 15-day trial held in September the place prosecutors sought to point out Google monopolised markets for writer advert servers and advertiser advert networks, and tried to dominate the marketplace for advert exchanges which sit between consumers and sellers.
Google has argued prosecutors are bending US antitrust legislation to pressure it to accommodate opponents’ companies, and that the case is targeted on incidents from years previous when Google was nonetheless constructing and enhancing its choices.
Publishers testified at trial that they may not change away from Google, even when it rolled out options they disliked, since there was no different method to entry the massive promoting demand inside Google’s advert community.
Information Corp in 2017 estimated dropping not less than US$9-million in advert income that 12 months if it had switched away, one witness mentioned.
If US district choose Leonie Brinkema finds that Google broke the legislation, she would think about prosecutors’ request to make Google not less than unload Google Advert Supervisor, a platform that features the corporate’s writer advert server and its advert change.
Google supplied to promote the advert change this 12 months to finish an EU antitrust investigation however European publishers rejected the proposal as inadequate, Reuters first reported in September.
Learn: Google braces for years of antitrust wrangling
Analysts view the ad-tech case as a smaller monetary danger than the case the place a choose dominated Google maintains an unlawful monopoly in on-line search, and the place prosecutors have argued the corporate should be pressured to promote its Chrome browser. — Jody Godoy, (c) 2024 Reuters
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