Google faces another antitrust trial

I took a look at the landmark US vs. Google adtech antitrust trial that heads to court today. If Google loses the case, it's going to be interesting to see which remedy the judge will opt for. While a breakup would be good news for companies like Meta, Amazon, and The Trade Desk, it could have unintended consequences for some advertisers and publishers. Read more over at Business Insider #antitrust #google #digitalads https://lnkd.in/eJhMrPn9

#USvGoogle Day 1: Very quick update before running back to the courthouse. - DOJ opened with "control" being the defining characteristic of a monopoly - when one company controls, nobody wins. What they're after is freedom of choice for all market participants. (1) Control competition - acquisitions, (2) control customers - spoke to Google Ads & Adx, and Adx to DFP tying & refuting Google's refusal to deal argument (3) control the rules (First Look, Header Bidding, UPR) - This case is about how Google used search monopoly to build new monopoly over adtech tools. One monopoly is bad enough, but here we have a trifecta. - Outlined witnesses that will testify - will post on that later. Didn't get a full list from Google. - Google's opening arguments - pushback on "relevant markets" - says they have 25% share in a single 2-sided market. Dispute "open web display" as gerrymandered. Point to alleged multi-homing. More of the same from FoF on innovation, quality, privacy, security, and safety. Day 1 Witnesses 1. Tim Wolfe - Gannett / Publisher 2. Andrew Casale - Index Exchange (ad exchange) 3. Joshua Lowcock - President of media at Quad, former Chief Media Officer at UM (buyer) Running back to courthouse for part II of the day. More later.

For folks looking to brush up on the DOJ's antitrust case against Google's ad tech business, Ronan Shields and I break down the basics in this latest video for Digiday Full series of in-depth explainers on the DOJ's allegations here: https://lnkd.in/gr-RRZav

NEW: DOJ's adtech antitrust trial against Google’s begins today. If Google sells its publisher adtech business, competition could rise, but publishers warn it may trigger short-term chaos, with disruptions to demand and rising costs due to the complex adtech landscape, sources tell Lucinda Southern and I. “Even in short-term pain, there’s still winners and losers,” said Scott Messer, founder of consultancy Messer Media. “The winners are going to be those who have premium offerings and can command the attention of buyers, and the losers are going to be the long tail of the web with relatively undifferentiated supply and lower-quality inventory.” Latest for ADWEEK

While the nerves of the entire antitrust community are now in the waiting mode for tomorrow's Google Shopping Grand Chamber judgment, you might also enjoy this new conversation with one of the juristic heavyweights, a person behind pretty much all EU competition cases in the area of digital markets (including by the way the entire seminal Google EU antitrust trilogy) – Thomas Vinje from Clifford Chance. Thomas Vinje has offered really important and thoughtful points on the entire history of antitrust versus BigTech. ? New conversation: https://lnkd.in/eTujWCUh We looked at the history and the latest development. As Thomas Vinje represents industry coalition in many high-profile, textbook cases, knowing the functioning of the system from inside, I asked him to offer to us his reflections about the implications of these cases on the functioning of competition in digital markets. We also discuss the development of Art 102 TFEU over the last years through the prism of the latest CJEU judgments. We looked at the increased standard of procedural requirements and rights-based vocabulary. Does the CJEU expect too much in terms of the standard of evidentiary requirements, competition on the merits, the requirement to conduct counterfactual analysis? We also discussed the DMA: vision, goals, expectation, feasibility, preferences and many other important issues. But Google Shopping will not pass unattended: already for the next Tuesday episode three amazing competition law academics – Lena Hornkohl from Vienna, Christian Bergqvist from Copenhagen and my colleague from Exeter Matthew Cole have put aside all their other activities for scrutinising properly the tomorrow judgment in 24/7 mode – to provide for next Tuesday episode their detailed and unbiased express-analysis of the case. ? New video: https://lnkd.in/eTujWCUh ---- In previous 79th episode (published last Tuesday) we discussed with Prof. Bill Kovacic the latest development in global competition law: https://lnkd.in/eG6aMPze In the next 81st episode (to be published next Tuesday) we’ll have a conversation with three antitrust academics – Lena Hornkohl (Vienna), Matthew Cole (Exeter) and Christian Bergqvist (Copenhagen) on the latest Court of Justice Grand Chamber judgment in Google Shopping.

Having read the US DOJ complaint against Google's AdTech business I can see why the UK's Competition and Markets Authority is paying meticulous attention to Google Privacy Sandbox and why there is justified scepticism and reluctance to participate from AdTech companies. Is Privacy Sandbox just another way for Google to strengthen its' hold on both the sell and buy side to the extent that it can manipulate the ad auction to serve Google's own intentions or does it genuinely offer a level playing field ? ? ? . As a contributor to Privacy Sandbox's Ad related APIs I do have a vested interest in seeing this adopted because eradicating covert cross site tracking is a good thing. However, I also recognise that Publisher and Advertiser trust is earned when: 1. Any buyer can access, is able to clearly see the price and is free to bid for ad inventory through any demand side platform ?? . 2. Sellers can set their asking price and sell their ad inventory through any demand source ?? . 3. All ad auctions are conducted on merit whether this is first or second price auction. This means no Ad Exchange/SSP can manipulate the auction or Google Ad Manager as the top level seller favouring Google's own Ad Exchange. Literally, the best man or woman wins ?? . #paapi,#privacysandbox,#doj,#adtech

?? Google’s Antitrust Battle: What’s at Stake for the Future of Online Ads? Google is heading into its second antitrust trial, starting this Monday in Alexandria, Virginia. After recently being found to have monopolized internet search, this trial focuses on its $200 billion ad tech business. The DOJ claims that Google unfairly controls multiple aspects of the ad market—buying, selling, and ad exchanges—leading to higher prices and stifled competition. If the DOJ wins, the government could force Google to break up its ad tech suite. This would mark a historic shift in the online advertising landscape. Critics argue that Google’s dominance has limited market innovation, but Google defends its practices, claiming they benefit small businesses and consumers by offering competitive rates and innovation at scale. The stakes are high, as a decision in favor of the DOJ could lead to further litigation, costing Google billions and opening the door for more competition. The debate: ? DOJ & Critics: Claim Google’s ad tools raise prices, limit competition, and hurt publishers. ? Google’s Defense: Argues its platform is efficient and competitive, enhancing the ad experience for users while facing strong competition from companies like Meta. What’s your take on this? Could this reshape digital advertising as we know it? #Google #Antitrust #DigitalAdvertising #DOJ #Innovation #Competition Read more: ? CNBC: “Google’s Second Antitrust Trial Could Help Shape the Future of Online Ads” https://lnkd.in/ghC4Y_P6 ? Forbes: “Justice Department ‘Google Ad Tech’ Antitrust Suit Does Not Add Up” by Alden Abbott https://lnkd.in/gvVkwFkD

The second season of US v Google starts Monday. While Season 1 was all about search, this one dives into the tech giant’s alleged domination of the ad tech market. Google is fighting the Justice Department for its ad business. https://lnkd.in/gg6_eebM

A month after?losing a landmark antitrust case?brought by the Department of Justice,?Google?is headed back to court to face off for a second time against federal prosecutors Monday. The ad tech trial begins in Alexandria, Virginia and the first tech antitrust?trial?from a case brought by the Biden administration. For Google, the focus turns to its ad tools, which are part of the company’s $200 billion digital ad business. Google’s ad business has drawn numerous critics over the years because the platform operates on multiple sides of the market — buying, selling and an ad exchange — giving the company unique insights and potential leverage. In its initial lawsuit, the DOJ cited internal communication from a Google ad executive, who said owning multiple sides of the ad-selling process is like “if Goldman or Citibank owned the NYSE,” referring to the New York Stock Exchange. At stake is how Google is allowed to operate its portfolio of ad products. The DOJ, if successful, seeks the divestiture of, at minimum, the Google Ad Manager suite (GAM), the marketplace that gives brands the ability to create and manage ad units and track ad campaigns and lets publishers sell ad inventory. In addition to a potential partial breakup, Google could see a flood of litigation from advertisers seeking monetary rewards if the DOJ is successful. Bernstein analysts said Google could potentially face up to $100 billion in such lawsuits.