Is Google just better? Company defends advertising tech after losing search case
By Simone Del Rosario (Business Correspondent), Emma Stoltzfus (Editor), Ali Caldwell (Motion Graphics Designer)
Court is back in session and Google is back on the defense. A month after a federal judge ruled Google is a monopoly because of its search engine, the Big Tech firm is defending its advertising practices. The cases could multiply calls to break up Google.
Media Landscape
See who else is reporting on this story and which side of the political spectrum they lean. To read other sources, click on the plus signs below. Learn more about this dataBias Distribution
Left
Google faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on The IndependentGoogle faces another antitrust trial beginning today, over its digital ad technology
Click to see story on CBC NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Associated Press NewsGoogle faces new antitrust trial, this time over its advertising technology – National
Click to see story on Global NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on abc NewsGoogle returns to court to face online advertising monopoly claims
Click to see story on Los Angeles TimesGoogle’s Ad Empire Under Fire With US Antitrust Trial to Begin
Click to see story on BloombergGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Flin Flon ReminderGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Rocky Mountain OutlookUS v. Google redux: all the news from the ad tech trial
Click to see story on The VergeUS takes on Google’s ad tech empire in antitrust trial
Click to see story on EURACTIVGoogle’s Next Antitrust Trial Could Make Online Ads Less Annoying
Click to see story on WiredGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Thompson CitizenGoogle’s lucrative ad tech business goes on trial
Click to see story on BBC NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KIFIGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KVIAGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Winnipeg Free PressGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on VOA NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on WKMGGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KOB 4Google Faces Blockbuster Antitrust Case—Again
Click to see story on Wall Street JournalGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on OPBGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KESQUS takes on Google’s ad tech empire in antitrust trial
Click to see story on TechXploreGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KEYTGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KMIZGoogle faces new antitrust trial after ruling declaring search engine a monopoly – KION546
Click to see story on KIONGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KYMAGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on castanet.netWTF is the Justice Department’s ad tech antitrust case against Google?
Click to see story on DigidayGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Financial PostECJ rules this week on Google parent Alphabet and Apple
Click to see story on Frankfurter AllgemeineAnother US antitrust lawsuit against Google begins
Click to see story on Die PresseUS takes on Google’s ad tech empire in antitrust trial
Click to see story on ABS-CBNGoogle faces another DOJ antitrust lawsuit over alleged ad-tech monopoly
Click to see story on Fox BusinessGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Winnipeg SunGoogle’s Next Antitrust Battle
Click to see story on DNyuzRight
Untracked Bias
Antitrust lawsuit against Google over online advertising
Click to see story on ORF.at NewsGoogle navigates troubled waters: New antitrust lawsuit targets Ad Tech monopoly
Click to see story on MathrubhumiAntitrust lawsuit against Google over online advertising
Click to see story on stol.itThe open antitrust lawsuit against Google has begun. The charges against one of the world’s largest technology companies
Click to see story on ZF.roGoogle’s Antitrust Trial Over Online Advertising Set to Begin
Click to see story on NDTV Gadgets 360Google faces new antitrust trial after ruling declaring search engine a monopoly – The Morning Sun
Click to see story on Morning SunGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on WBALGoogle in court for its hegemonic practices in the digital advertising market
Click to see story on rts.chThe US Department of Justice’s antitrust lawsuit against Google’s advertising business is scheduled to begin on September 9, 2024
Click to see story on GIGAZINEGoogle vs. DOJ: The antitrust fight continues, now focused on ads
Click to see story on Financial WorldGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Michigan Lawyers WeeklyOnline advertising: antitrust lawsuit against Google opened in the United States
Click to see story on L'OpinionGoogle’s US anti-trust trial over its online ad business will begin later today
Click to see story on NeowinGoogle hit with new antitrust lawsuit over ad tech monopoly
Click to see story on news.azAntitrust lawsuit against Google over online advertising
Click to see story on Salzburger NachrichtenGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on The Breeze-CourierLatest Updates on the Ad Tech Trial Between US and Google
Click to see story on InternewscastUS takes on Google’s ad tech empire in antitrust trial
Click to see story on Macau BusinessThe DOJ’s case against Google’s ad business may benefit major news organizations that pay Google to broker their website ads and have faced financial struggles
Click to see story on mediagazer.comGoogle’s Next Antitrust Trial Could Make Online Ads Less Annoying
Click to see story on technewstube.comGoogle Faces New Antitrust Trial Over Search Engine Monopoly Ruling
Click to see story on Market Research TelecastUS takes on Googles ad tech empire in antitrust trial #Entrepreneur #Business #Emails #InternetMarketing #LeadGeneration
Click to see story on corporatemarketingready.comGoogle On Trial, Accused Of Stifling Competition
Click to see story on stratnewsglobal.comUS Accuses Google for Monopolizing Digital Advertising Market
Click to see story on IndustryWiredWhat Google’s Trial Means for Ad Tech
Click to see story on exchangewire.comIn a new antitrust trial starting Monday, Sept. 9, the Department of Justice will argue that “Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its dominance over digital advertising technologies.”
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Essentially, the government is arguing Google has an unlawful monopoly as the leading buyer and seller of digital ads.
The case centers around Google Ad Manager, which websites use to sell advertising space on their sites. The tech comes from Google’s $3.1 billion acquisition of DoubleClick in 2008.
To give you a sense of Google Ad Manager’s influence, read this paragraph below from an article from The New York Times when Google made the offer in 2007.
“DoubleClick, which was founded in 1996, provides display ads on Web sites like MySpace, The Wall Street Journal and America Online as well as software to help those sites maximize ad revenue.”
While MySpace and AOL are irrelevant today, the DoubleClick acquisition helped make Google a display ad powerhouse in a space that was just getting started. Back then, the Federal Trade Commission approved the DoubleClick acquisition, saying it was unlikely to substantially lessen competition. The European Commission also approved the deal.
Today, the government is trying to walk back that approval. Google is now more than 10 times the size it was when it bought DoubleClick. Additionally, ad business generated more than $30 billion in revenue in 2021, according to the government.
“In court, we will show that ad buyers and sellers have many options, and when they choose Google they do so because our ad tech is simple, affordable, and effective,” Google’s vice president of Regulatory Affairs wrote in a blog post Sunday, Sept. 8. “In short – it works.”
It is similar to the argument Google made defending its search engine practice; that its product is just better than the competition. And while Google lost that case, it’s appealing it.
When the search ruling came down, Straight Arrow News asked antitrust expert and former FTC Chair Bill Kovacic about the merits of Google’s argument.
“In making that argument, they are appealing directly to a policy position that has appeared in a number of earlier decisions; that you can’t take a successful enterprise and punish it for offering a better product,” Kovacic said. “So through the trial and certainly through the appeals, they will say, we may not be the perfect company, but there’s no way to explain our position except for our ability to provide our users a better and better experience, and certainly superior to anyone else’s.”
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“That’s a very important argument,” Kovacic continued. “But there are still limits on the steps they can take to reinforce the preeminence. But their overriding theme is going to be, ‘We are successful because we have a good product, and not because we use improper business tactics, the very proper tactic we use is offering users a better experience.'”
The advertising trial will not be as financially consequential as the search case: search is more than half of Google’s annual revenue. On Friday, Sept. 6, federal judge Amit Mehta, who ruled Google is a search monopoly, said he’d decide on a remedy by next August.
Simone Del Rosario: Court is back in session and Google is back on the defense.
A month after a federal judge ruled Google is a monopoly because of its search engine, the Big Tech firm is back defending its advertising practices.
The cases could multiply calls to break up Google for good.
In a new antitrust trial starting Monday, the Department of Justice will argue “Google has used anticompetitive, exclusionary, and unlawful means to eliminate or severely diminish any threat to its dominance over digital advertising technologies.”
Essentially, the government argues Google has an unlawful monopoly as the leading buyer and seller of digital ads.
The case centers around Google Ad Manager, which websites use to sell ad space on their sites. The tech comes from Google’s $3.1 billion acquisition of DoubleClick in 2008.
To give you a sense of the times, take a look at this paragraph from a New York Times article when Google made the offer in 2007.
“DoubleClick, which was founded in 1996, provides display ads on Web sites like MySpace, The Wall Street Journal and America Online as well as software to help those sites maximize ad revenue.”
While MySpace and AOL are irrelevant today, that DoubleClick acquisition helped make Google a display ad powerhouse in a space that was really just getting started. Back then, the Federal Trade Commission approved the DoubleClick acquisition, as did the European Commission.
Today, the government is essentially trying to walk it back. Google is now more than 10x the size it was when it bought DoubleClick, and its ad business generated more than $30 billion in revenue in 2021, according to the government.
Google’s VP of Regulatory Affairs wrote in a blog post Sunday, “In court, we will show that ad buyers and sellers have many options, and when they choose Google they do so because our ad tech is simple, affordable, and effective. In short – it works.”
It’s similar to the argument Google made defending its search engine practice; that its product is just better than the competition. And while they lost that case, they’re appealing it.
When the search ruling came down, I asked antitrust expert and former FTC Chair Bill Kovacic about the merits of Google’s “we’re just better” argument.
Bill Kovacic: In making that argument, they are appealing directly to a policy position that has appeared in a number of earlier decisions. That you can’t take a successful enterprise and punish it for offering a better product. So through the trial and certainly through the appeals, they will say, we may not be the perfect company, but there’s no way to explain our position except for our ability to provide our users a better and better experience, and certainly superior to anyone else’s. That’s a very important argument. But there are still limits on the steps they can take to reinforce the preeminence. But their overriding theme is going to be, we are successful because we have a good product, and not because we use improper business tactics, the very proper tactic we use is offering users a better experience.
Simone Del Rosario: The ad case won’t be as financially consequential as the search case; search is more than half of Google’s annual revenue. On Friday, federal judge Amit Mehta, who ruled Google is a search monopoly, said he’d decide on a remedy by next August.
To learn how Google could be punished for its search practice, search “Google antitrust” for this story on SAN.com or the Straight Arrow News app.
Media Landscape
See who else is reporting on this story and which side of the political spectrum they lean. To read other sources, click on the plus signs below. Learn more about this dataBias Distribution
Left
Google faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on The IndependentGoogle faces another antitrust trial beginning today, over its digital ad technology
Click to see story on CBC NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Associated Press NewsGoogle faces new antitrust trial, this time over its advertising technology – National
Click to see story on Global NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on abc NewsGoogle returns to court to face online advertising monopoly claims
Click to see story on Los Angeles TimesGoogle’s Ad Empire Under Fire With US Antitrust Trial to Begin
Click to see story on BloombergGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Flin Flon ReminderGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Rocky Mountain OutlookUS v. Google redux: all the news from the ad tech trial
Click to see story on The VergeUS takes on Google’s ad tech empire in antitrust trial
Click to see story on EURACTIVGoogle’s Next Antitrust Trial Could Make Online Ads Less Annoying
Click to see story on WiredGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Thompson CitizenGoogle’s lucrative ad tech business goes on trial
Click to see story on BBC NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KIFIGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KVIAGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Winnipeg Free PressGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on VOA NewsGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on WKMGGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KOB 4Google Faces Blockbuster Antitrust Case—Again
Click to see story on Wall Street JournalGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on OPBGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KESQUS takes on Google’s ad tech empire in antitrust trial
Click to see story on TechXploreGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KEYTGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KMIZGoogle faces new antitrust trial after ruling declaring search engine a monopoly – KION546
Click to see story on KIONGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on KYMAGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on castanet.netWTF is the Justice Department’s ad tech antitrust case against Google?
Click to see story on DigidayGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Financial PostECJ rules this week on Google parent Alphabet and Apple
Click to see story on Frankfurter AllgemeineAnother US antitrust lawsuit against Google begins
Click to see story on Die PresseUS takes on Google’s ad tech empire in antitrust trial
Click to see story on ABS-CBNGoogle faces another DOJ antitrust lawsuit over alleged ad-tech monopoly
Click to see story on Fox BusinessGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Winnipeg SunGoogle’s Next Antitrust Battle
Click to see story on DNyuzRight
Untracked Bias
Antitrust lawsuit against Google over online advertising
Click to see story on ORF.at NewsGoogle navigates troubled waters: New antitrust lawsuit targets Ad Tech monopoly
Click to see story on MathrubhumiAntitrust lawsuit against Google over online advertising
Click to see story on stol.itThe open antitrust lawsuit against Google has begun. The charges against one of the world’s largest technology companies
Click to see story on ZF.roGoogle’s Antitrust Trial Over Online Advertising Set to Begin
Click to see story on NDTV Gadgets 360Google faces new antitrust trial after ruling declaring search engine a monopoly – The Morning Sun
Click to see story on Morning SunGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on WBALGoogle in court for its hegemonic practices in the digital advertising market
Click to see story on rts.chThe US Department of Justice’s antitrust lawsuit against Google’s advertising business is scheduled to begin on September 9, 2024
Click to see story on GIGAZINEGoogle vs. DOJ: The antitrust fight continues, now focused on ads
Click to see story on Financial WorldGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on Michigan Lawyers WeeklyOnline advertising: antitrust lawsuit against Google opened in the United States
Click to see story on L'OpinionGoogle’s US anti-trust trial over its online ad business will begin later today
Click to see story on NeowinGoogle hit with new antitrust lawsuit over ad tech monopoly
Click to see story on news.azAntitrust lawsuit against Google over online advertising
Click to see story on Salzburger NachrichtenGoogle faces new antitrust trial after ruling declaring search engine a monopoly
Click to see story on The Breeze-CourierLatest Updates on the Ad Tech Trial Between US and Google
Click to see story on InternewscastUS takes on Google’s ad tech empire in antitrust trial
Click to see story on Macau BusinessThe DOJ’s case against Google’s ad business may benefit major news organizations that pay Google to broker their website ads and have faced financial struggles
Click to see story on mediagazer.comGoogle’s Next Antitrust Trial Could Make Online Ads Less Annoying
Click to see story on technewstube.comGoogle Faces New Antitrust Trial Over Search Engine Monopoly Ruling
Click to see story on Market Research TelecastUS takes on Googles ad tech empire in antitrust trial #Entrepreneur #Business #Emails #InternetMarketing #LeadGeneration
Click to see story on corporatemarketingready.comGoogle On Trial, Accused Of Stifling Competition
Click to see story on stratnewsglobal.comUS Accuses Google for Monopolizing Digital Advertising Market
Click to see story on IndustryWiredWhat Google’s Trial Means for Ad Tech
Click to see story on exchangewire.comVOTE WITH THE UNBIASED, STRAIGHT FACTS.™
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