In its antitrust trial, Google argues the online advertising industry is more complex and competitive than the federal government claims. The company emphasizes the rapid evolution of the industry and competition from various platforms like social media giants and Amazon.
ALEXANDRIA, Va. -- Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.'The industry has been exceptionally fluid over the last 18 years,' said Scott Sheffer, a vice president for global partnerships at Google , the company's first witness at its antitrust trial in federal court in Alexandria.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent publishers from making as much money as they otherwise could for selling their ad space.It also says that Google's technology, when used on all facets of an ad transaction, allows Google to keep 36 cents on the dollar of any particular ad purchase, billions of which occur every single day.
Google Antitrust Monopoly Online Advertising Technology Industry
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