Google is back in federal court facing accusations from the Department of Justice of creating an unlawful monopoly in the digital advertising space. The trial, which just began, focuses on Google's control over banner ads on websites, with the DOJ arguing that the tech giant has an illegal monopoly due to its influence over ad sellers and buyers.
The Department of Justice claims that Google's dominance extends to controlling the tools used by both publishers with websites and advertisers looking to post ads. According to the DOJ, Google commands between 50 and 90% of the multi-billion dollar ad tech market, raising concerns about its pervasive power in the industry.
In response, Google has denied the allegations, asserting that there is healthy competition in the market and that customers choose its tools for their superior quality. The company points to media giants like Comcast and Disney, retailers such as Walmart and Target, and specialized ad tech firms as its competitors, emphasizing the diversity in the industry.
Notably, this trial is a bench trial, meaning there is no jury, and the judge will make the final decision. The coming days and weeks are expected to feature testimonies from various industry experts and executives, with Google's witness list yet to be revealed. The Department of Justice has lined up a long list of witnesses from the ad tech sector and major publishers like Gannett and BuzzFeed.
