{"id":645316,"date":"2024-11-26T23:27:54","date_gmt":"2024-11-26T20:27:54","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/googles-adtech-monopoly-faces-historic-antitrust-test\/"},"modified":"2024-11-26T23:27:54","modified_gmt":"2024-11-26T20:27:54","slug":"googles-adtech-monopoly-faces-historic-antitrust-test","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/googles-adtech-monopoly-faces-historic-antitrust-test\/","title":{"rendered":"#Google\u2019s adtech monopoly faces historic antitrust test"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2fbbbfa1b6c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2fbbbfa1b6c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-adtech-monopoly-faces-historic-antitrust-test\/#The_DOJ_and_Google_delivered_closing_arguments_debating_whether_the_tech_giants_ad-tech_dominance_stifles_competition_or_drives_innovation\" >The DOJ and Google delivered closing arguments debating whether the tech giant\u2019s ad-tech dominance stifles competition or drives innovation.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"The_DOJ_and_Google_delivered_closing_arguments_debating_whether_the_tech_giants_ad-tech_dominance_stifles_competition_or_drives_innovation\"><\/span>The DOJ and Google delivered closing arguments debating whether the tech giant\u2019s ad-tech dominance stifles competition or drives innovation.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>The U.S. Justice Department and eight states wr<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ed up closing arguments on Monday in a landmark antitrust case accusing Google of monopolizing the ad <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> market. The outcome could reshape the tech giant\u2019s business model and set a precedent for regulating Big Tech.<\/p>\n<p><strong>Driving the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a><\/strong>. Lawyers for the DOJ argued that Google has abused its dominance in online ad tools, linking its products to lock out competitors and stifle innovation. Aaron Teitelbaum, a government attorney, likened Google\u2019s market grip to being \u201conce, twice, three times a monopolist.\u201d<\/p>\n<ul class=\"wp-block-list\">\n<li>Google\u2019s lead lawyer, Karen Dunn, pushed back, framing the company as an innovator in a competitive market. She argued that the government failed to prove its case, saying the evidence showed Google\u2019s actions benefited advertisers and publishers.<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> If Judge Leonie Brinkema sides with the government, the ruling could break up Google\u2019s $31 billion ad-tech business and set a legal benchmark for antitrust cases against other tech giants like Amazon, Meta, and Apple. It will certainly be a major disruption for all advertisers as you won\u2019t have access to the amount of data that Google provides for reporting and optimization.<\/p>\n<p><strong>Zoom in<\/strong>. The case centers on Google\u2019s control over tools used to buy and sell ads online. The DOJ claims the company has an 87% share in the ad-selling tech market, enabling it to skim excessive profits at the expense of publishers and advertisers.<\/p>\n<ul class=\"wp-block-list\">\n<li>Google\u2019s 2008 acquisition of DoubleClick is a key focus, with the government alleging the deal entrenched its dominance.<\/li>\n<li>Witnesses included <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> chief Neal Mohan and executives from publishers like News Corp, who testified about Google\u2019s practices harming competition.<\/li>\n<\/ul>\n<p><strong>Between the lines:<\/strong> Judge Brinkema raised sharp questions during closing arguments, including about Google\u2019s policies that led to the deletion of internal communications. However, she hasn\u2019t signaled how she might rule.<\/p>\n<ul class=\"wp-block-list\">\n<li>In one exchange, she questioned whether market dominance could simply reflect the best product winning. The DOJ countered that Google\u2019s behavior went beyond fair competition.<\/li>\n<\/ul>\n<p><strong>The stakes:<\/strong> A ruling against Google could force it to spin off its ad-tech business and impose stricter regulations.<\/p>\n<ul class=\"wp-block-list\">\n<li>The DOJ has already called for breaking up Google\u2019s ad operations. Similar demands have been made in its separate case on Google\u2019s search dominance, where penalties could include selling Chrome.<\/li>\n<\/ul>\n<p><strong>What\u2019s next:<\/strong> Judge Brinkema\u2019s decision is expected in the coming months. Meanwhile, Big Tech\u2019s regulatory battles are escalating:<\/p>\n<ul class=\"wp-block-list\">\n<li>The DOJ has sued Apple over antitrust issues.<\/li>\n<li>The FTC has ongoing cases against Amazon and Meta for allegedly crushing competition.<\/li>\n<\/ul>\n<p><strong>What they\u2019re saying:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Mr. Teitelbaum (DOJ): Google tied its tools to enrich itself, \u201ckilling off\u201d potential challengers to its dominance.<\/li>\n<li>Ms. Dunn (Google)<em>:<\/em> The government\u2019s case \u201csimply does not hold up,\u201d highlighting price drops and quality improvements in ad tech under Google.<\/li>\n<\/ul>\n<p><strong>Bottom line<\/strong>. <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.nytimes.com\/2024\/11\/25\/technology\/google-advertising-monopoly.html\">The ruling<\/a> could deal a major blow to Google, but it also has the potential to redefine how courts approach tech monopolies in the digital age.<\/p>\n<p>However, this blow to Google could also lead to a blow to users if not done correctly. Industry experts already raised major concerns off the back of a possible Chrome sale:<\/p>\n<ul class=\"wp-block-list\">\n<li>Another company will just fill the monopoly hole Google vacates.<\/li>\n<li>A more challenging landscape for advertisers.<\/li>\n<li>Another case where government decisions lead to less innovation and more complexity.<\/li>\n<\/ul>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/googles-adtech-monopoly-historic-antitrust-test-448686\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The DOJ and Google delivered closing arguments debating whether the tech giant\u2019s ad-tech dominance stifles competition or drives innovation. The U.S. Justice Department and eight states wrapped up closing arguments on Monday in a landmark antitrust case accusing Google of monopolizing the ad technology market. The outcome could reshape the tech giant\u2019s business model and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":645317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/google-gavel-lawsuit-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,107942],"class_list":["post-645316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645316","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=645316"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645316\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/645317"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=645316"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=645316"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=645316"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}