Google will be in court on Monday to face allegations of an ad tech monopoly. Experts say that a DOJ win could create a better browsing future.
In March 2007, Google ’s then senior executive in charge of acquisitions, David Drummond, emailed the company’s board of directors a case for buying DoubleClick. It was an obscure software developer that helped websites sell ads. But it had about 60 percent market share and could accelerate Google ’s growth while keeping rivals at bay. A “Microsoft-owned DoubleClick represents a major competitive threat,” court papers show Drummond writing.
It further contends that customers benefited from each of the acquisitions, contracts, and features that the government is challenging. “Google has designed a set of products that work efficiently with each other and attract a valuable customer base,” the company’s attorneys wrote in a 359-page rebuttal. For years, Google publically has maintained that its ad tech projects wouldn’t harm clients or competition.
Advertising Search Antitrust Department Of Justice
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