An ongoing trial may determine whether Google holds an illegal monopoly on the technology used to buy and sell certain types of advertising on web pages.
En esta imagen de archivo, vista de un cartel de Google en la sede de la empresa en Mountain View, California, el 8 de octubre de 2010. – It happens in milliseconds, ideally, as you browse the web. Networks of computers and software analyze who you are, what you are looking at and buy and sell the advertisements you see on web pages.
Now, the algorithms that match ads to your interests are carefully calibrated, sometimes to an almost creepy extent. Government witnesses have explained the auction process and how it has evolved over the years in detail at the Virginia trial. Publishers naturally want to receive as high a price as possible for their ad space, but testimony at trial has shown that didn't always happen due to the rules Google imposed.
Publishers, dissatisfied with this system, found a workaround to conduct the auctions outside of Google's purview, a process that became known as “header bidding.” Internal Google documents introduced at trial described header bidding as an “existential threat” to Google's market share. Publishers could stop using Google's ad exchange entirely, but at trial said they were reluctant to do so because then they would also lose access to Google's huge, exclusive cache of advertisers in its Google Ads network, which was only available through Google's ad exchange.
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