Newly released internal Google documents during the ongoing antitrust trial shed light on the company's strategies to maintain its dominance in the digital advertising industry through exclusive deals and tying its ad-tech businesses together. The documents reveal concerns among Google employees about the potential consequences of losing exclusivity to advertisers and the reliance on these practices to secure market position.
Internal Google documents released during the ongoing antitrust trial against the tech giant have shed light on the company’s efforts to maintain its dominance in the digital advertising industry through exclusivity deals and tying its ad-tech businesses together.
Further evidence presented in court showed that Google’s own buy-side tools were seen as weaker because they were exclusive to the company’s own AdX. An internal company conversation revealed that Google employees suggested the company’s buy side was “subsidizing” the sell side, which “greatly weakens GDN’s position in the market.” GDN, or Google Display Network, refers to Google’s display ads business.
Publishers, in an attempt to circumvent Google’s dominance, turned to header bidding, an open-source technology that allows publishers to access multiple ad exchanges. The DOJ had earlier revealed that Google executive Chris LaSala considered header bidding an “existential threat” in a 2016 email. Google allegedly considered a proposal to “starve” publishers that adopted header bidding technology, although the proposal never went into effect.
Google Antitrust Adtech Exclusivity Deals Digital Advertising
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