Additionally, Google points out that it has spent billions developing ad-matching technology. It argues that it shouldn’t have to share this competitive advantage with other companies.
Potential Consequences
If Judge Brinkema finds Google guilty of unfair business practices, the case will move to the next phase focused on solutions.
The DOJ and the states involved may try to make Google sell some parts of its ad tech business, earning tens of billions of dollars yearly.
This case is happening alongside another antitrust case targeting Google’s search business. In that case, Google might also have to sell its Chrome browser and face other penalties.
Publisher & Advertiser Impact
The case highlights tensions between Google and its customers:
Publishers say they must use Google’s full ad stack to earn more.
Advertisers feel they have few options to reach large audiences.
Small businesses worry about rising advertising costs.
The government claims Google’s dominance prevents fair revenue for publishers, stating the company takes up to 36% in commission.
Google argues its “take rate” is now 31% and falling and is lower than competitors’.
Looking Ahead
Judge Brinkema is expected to issue a written ruling on the case by the end of the year.
The outcome could set important precedents for how antitrust law applies to digital markets.
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