The Justice Department’s second major antitrust trial against Google began in Virginia, with both sides arguing about whether the tech giant has a monopoly on ad tech.
Google and the US Justice Department each believe the other wants too much of one thing: control. “Control is the defining characteristic of a monopolist,” DOJ counsel Julia Tarver Wood said during opening statements in the federal government's second antitrust trial against the search giant, which kicked off Monday in Alexandria, Virginia.
And it owns an advertiser ad network, rounding out its trifecta of major products across different parts of the ad world. Four industry players testified Monday, representing a publisher , an ad exchange , a marketer , and a publisher ad network . Across the testimonies, the government tried to establish that programmatic display advertising is not something publishers can easily substitute with other types of advertising, including direct deals with advertisers or ads on social media sites.
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