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Professor Shubha Ghosh Provides Insight into Google Ad Tech Antitrust Case Professor Shubha Ghosh, director of the Syracuse Intellectual Property Law Institute, spoke with Ars Technica about the U.S. Department of Justice's (DOJ) monopoly trial against Google that challenges its ad tech dominance. In terms of potential remedies sought by the DOJ, Ghosh told Ars that "if this case goes against Google as the last one did, it could set the stage for splitting it into separate search and advertising companies." In the DOJ's complaint, prosecutors argued that it "is critical to restore competition in these markets by enjoining Google’s anticompetitive practices, unwinding Google’s anticompetitive acquisitions, and imposing a remedy sufficient both to deny Google the fruits of its illegal conduct and to prevent further harm to competition in the future." Ghosh said that undoing Google's acquisitions could lead to Google no longer representing both advertisers' and sellers' interests in each ad auction—instead requiring Google to either pick a side or perhaps involve a broker. #antitrust #google https://lnkd.in/g85iGPjv

'They were just trying to get aHead'er Bidding - get it? No? Read the article... The U.S. vs. Google antitrust trial is heating up and it could flip the ad tech world upside down. 🔍 Google’s Monopoly on search advertising? The DOJ says Google’s been playing dirty with ad auctions. 🧩Breakup Time? If Google loses the trial, parts of its empire might split up. 🌅 A New Era? More competition could mean a fairer, more innovative market for all. Is this the start of a digital ad revolution? Is this a good thing for the Advertising ecosystem? #adtech #advertising #search #recruitment

Google’s upcoming adtech antitrust trial is slated for Sept. 9, and if the last few months are anything to go by, there will be fireworks. Earlier this month, Google lost an antitrust lawsuit over its search business. Ahead of its next trial, Google claimed the witness list of adtech vets lack “personal knowledge,” and in recent weeks, reams of court documents, emails, and declarations have been unsealed, revealing details of its incentives program to pay agencies hundreds of millions of dollars. As adtech can be a tangled mess, here are some of the key interconnected areas the case will likely look at, according to sources. https://adweek.it/3Z9xiBS

Google's antitrust case will have huge impact on the digital ads industry. Of particular note here is the search component. Google is in a unique position as they are own the supply, and also are in control of the buying side (when spoken out loud you see a conflict of interest). Leaked docs have also shown they pay companies like Apple millions to be the default search engine. If found to violate antitrust laws, Google may be forced to spin it's Search business as a seperate company which would have a ripple effect through the industry. It could also lead to more competition and drive down costs for advertisers! Either way it is going to be months before we get answers, but it is still worth monitoring.

It would be worth looking into the possible impact about Google anti-trust lawsuit in May. According to the regulators, Google has "corrupted legitimate competition in the ad tech industry by engaging in a systematic campaign to seize control of the wide swath of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising." - The worst result of the lawsuit is that Google's various advertising tools and platforms may face the risk of forced divestiture, and lose its top place as one-stop shop for advertisers. But at least for now, Google's market power is still unshakable in the ads industry, unless other giants can gain an advantage. #GoogleAntitrust #monopoly #adtechnology #adindustry https://lnkd.in/guN2iQxu

The DOJ’s antitrust trials against Google mark pivotal moments for the digital advertising industry. Following the recent ruling in August, Google is now facing a second federal antitrust trial over its ad technology. This case could lead to significant changes in how digital advertising operates, especially if the court decides that Google must alter its business practices or even sell off parts of its operations. As these cases progress, it’s crucial to consider their potential to redefine the digital advertising landscape. As Brian Wieser points out, “Google is far and away the largest seller of advertising on earth. They touch every part of the industry, if not directly, then indirectly. Everyone has an interest in Google one way or another.” Whether the result is a shift or continuity, the industry is closely watching. #digitaladvertising #Google #adtech https://lnkd.in/g7R-BSHe

[US Judge Says Google Must Face Some Advertisers' Antitrust Claims, Dismisses Others] Alphabet's Google must face advertisers' proposed class action lawsuit claiming that it monopolizes the ad exchange market, a U.S. judge ruled on Friday. But U.S. District Judge Kevin Castel dismissed some other antitrust claims, including those focused on ad-buying tools used by large advertisers. Castel was reviewing a number of cases against Google, and his decision struck down many claims but allowed at least one key set to proceed. The advertisers, he wrote, "have not plausibly alleged antitrust standing in the markets for ad-buying tools used by large advertisers, but they plausibly allege antitrust standing as to injuries they purportedly suffered from anti-competitive practices in the ad-exchange market and the market for small advertisers' buying tools." Castel also said Gannett, the largest U.S. newspaper chain and publisher of USA Today, could try in a separate case to prove that Google fraudulently concealed anticompetitive effects of some technology. Gannett alleged that it sold some of its ad space directly to advertisers, but Google still made the inventory available for auction on its ad exchange in order to accrue transaction fees for its own benefit. Google and Gannett did not immediately respond to requests for comment. The judge also ruled in multiple other cases in the nationwide litigation. Google faces a number of claims on antitrust grounds. The U.S. Justice Department sued Google in January 2023, accusing it of abusing its dominance in digital advertising. The government asked for the divestiture of the Google Ad Manager suite, including Google's ad exchange, AdX. Google Ad Manager is a suite of tools including one that allows websites to offer advertising space for sale and an exchange that serves as a marketplace that automatically matches advertisers with those publishers. Advertisers and website publishers have complained that Google has not been transparent about where ad dollars go, specifically how much goes to publishers and how much to Google. Source: https://lnkd.in/e2eE_tPb #galaxytechnews #technology #technews #techtips

🚨 Google's Ad Tech Empire Faces Trial in Landmark Antitrust Case 🏛️ The US government has launched a major legal challenge against Google's ad tech business, accusing it of monopolistic practices. Alphabet, Google's parent company, earned over $200 billion (£152bn) from ads last year alone, but the Department of Justice claims the company stifles competition to maintain dominance. While Google argues that its success comes from the effectiveness of its services, the prosecution asserts that Alphabet has used its power to crush rivals in the digital ad space. This trial could reshape the future of online advertising. 🔍 Antitrust Battle Heats Up in the US and Beyond This is not Google's first antitrust battle in the US. Recently, a judge ruled that its search engine practices were illegal. Now, attention turns to the ad tech industry, with experts noting that Google’s influence in online ads impacts billions of consumer dollars. Despite Google’s defence that competition is thriving—pointing to the rise of Apple, Amazon, and TikTok in the digital ad space—the government is determined to prove otherwise. The trial, overseen by Judge Leonie Brinkema, could lead to significant changes in how Google operates. 🌍 Global Scrutiny of Google's Ad Business The US isn’t alone in scrutinising Google’s ad practices. The UK’s Competition and Markets Authority recently concluded that Google has abused its dominance in the ad tech sector, potentially harming thousands of publishers and advertisers. Google disputes the claims, calling the findings "flawed." As these legal challenges unfold globally, the tech giant faces increasing pressure to justify its business model and practices in the ever-growing digital advertising industry. #GoogleTrial #Antitrust #AdTech #GoogleMonopoly #DigitalAds #Monopoly #TechRegulation #UKCMA #OnlineAdvertising #CompetitionLaw #DigitalEconomy #BigTech

𝐔.𝐒. 𝐏𝐫𝐞𝐩𝐚𝐫𝐞𝐬 𝐭𝐨 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐆𝐨𝐨𝐠𝐥𝐞’𝐬 𝐎𝐧𝐥𝐢𝐧𝐞 𝐀𝐝 𝐃𝐨𝐦𝐢𝐧𝐚𝐧𝐜𝐞 For years, Google has faced complaints about how it dominates the online advertising market. Many of the concerns stem from the internet giant’s suite of software known as Google Ad Manager, which websites around the world use to sell ads on their sites. The technology conducts split-second auctions to place ads each time a user loads a page. The dominance of that technology has landed Google in federal court. On Monday, Judge Leonie Brinkema of the U.S. District Court for the Eastern District of Virginia will preside over the start of a trial in which the Department of Justice accuses the company of abusing control of its ad technology and violating antitrust law. It would be Google’s second antitrust trial in less than a year. In August, a federal judge ruled in a separate case that Google had illegally maintained a monopoly in online search, a major victory for the Justice Department. #LatestNews #Information #Technology #Google Source - https://lnkd.in/g4KJbGV8