The U.S. Department of Justice will deliver its closing arguments on Monday, claiming that Google illegally dominated the online advertising technology market. This marks the conclusion of a 15-day trial held in September, during which prosecutors aimed to demonstrate that Google monopolized the markets for publisher ad servers and advertiser ad networks, and sought to dominate the market for ad exchanges that facilitate transactions between buyers and sellers.
Google, on the other hand, contends that prosecutors are misinterpreting U.S. antitrust law to compel the company to adapt to competitors’ services. The case primarily focuses on past events when Google was still developing and enhancing its offerings.
During the trial, publishers testified that they felt unable to switch away from Google, even when the company introduced features they found undesirable. They emphasized that there was no alternative to access the extensive advertising demand available within Google’s ad network.
One witness stated that News Corp estimated a loss of at least $9 million in advertising revenue in 2017 if the company had chosen to switch away from Google.
If U.S. District Judge Leonie Brinkema determines that Google violated the law, she will consider prosecutors’ request for Google to sell off Google Ad Manager, a platform encompassing the company’s publisher ad server and ad exchange. Earlier this year, Google offered to sell its ad exchange to resolve an EU antitrust investigation; however, European publishers rejected the proposal, deeming it inadequate, as first reported by Reuters in September.
Analysts perceive the ad tech case as a smaller financial risk compared to another case in which a judge ruled that Google holds an illegal monopoly in online search. In that case, prosecutors have argued that the company should be compelled to sell its Chrome browser.
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