An ongoing trial may determine whether Google holds an illegal monopoly on the technology used to buy and sell certain types of advertising on web pages. Testimony at the trial in Virginia is taking a deep dive into the ways advertisers and online publishers buy and sell ad space that ultimately gets placed in front of consumers.
En esta imagen de archivo, vista de un cartel de Google en la sede de la empresa en Mountain View, California, el 8 de octubre de 2010. The U.S. District Court for the Eastern District of Virginia is seen Monday, Sept. 9, 2024, in Alexandria, Va. Jeannie Rhee, a lawyer representing Google in the Department of Justice’s antitrust case against the tech giant, leaves the U.S. District Court for the Eastern District of Virginia for a break in the trial, Monday, Sept. 9, 2024, in Alexandria, Va.
Online advertising has rapidly evolved. Fifteen or so years ago, if you saw an internet display ad, there was a pretty good chance it featuredGoogle is blasted by UK watchdog for what it calls anti-competitive behavior through digital adsGoogle agreed to pay millions for California news. Journalists call it a bad deal
In the government’s depiction, there are three distinct tools that interact to sell an ad and place it in front of a consumer. There’s the ad servers used by publishers to sell space on their websites, particularly the rectangular ads that appear on the top and right-hand side of a web page. Ad networks are used by advertisers to buy ad space across an array of relevant websites.
Google said the system was necessary to ensure ads loaded quickly. If the computers entertained bids from every ad exchange, it would take too long.
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