At the top of a multibillion-dollar media and advertising giant, Joshua Lowcock was the perfect choice for the US Department of Justice’s case, colleagues say.
Whenever $17.5 billion global advertising giant Interpublic talks to its major clients – the likes of American Express, Coca-Cola, Johnson & Johnson and Spotify – about advertising on search engines, it presents them the same chart.
The feds have argued that Google “subverted competition in internet advertising technologies” through “serial acquisitions and anticompetitive auction manipulation”. In other words, the trial focuses on whether Google has illegally maintained its monopoly by spending billions of dollars to stifle competition and preserve its grip over online search.
, is supremely connected and respected in the global digital advertising industry. He gave evidence about the sheer dominance of Google on the search advertising ecosystem, and its key role in the marketing “funnel”. The Interpublic briefing document estimating Google’s market share was included in the DoJ’s evidence.
“If the price of Google’s text ads increased by 5 per cent, would you recommend to your clients to move their ad spend elsewhere?” Ms Trager asked.“No,” Mr Lowcock replied. “Because search advertising captures intent … if a price went up, the audience is not going to shift away, they would still continue to use a search engine, we would want to continue to capture that intent.”
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