Google’s ad-tech antitrust trial: Concluding the argument for the defense

At the court, Judith Chevalier, a finance and economics professor from Yale University, stated that utilizing Google tools results in a lower percentage of publishers’ income, highlighting that typically it is more cost-effective to use Google-to-Google compared to third-party-to-third-party tools for linking publishers with advertisers, as mentioned by Mulholland.

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CheckMyAds highlighted a graph presented by Chevalier which illustrated that Google Ads was the sole purchasing tool that interfaced with Google Ad Exchange, a detail that the DOJ acknowledged during their cross-examination. The combining of various ad technologies by Google and the lack of inclusivity towards competitors are among the aspects of the DOJ’s argument.

While Mulholland did not reference any of the individuals Google summoned for testimony during the last two days of proceedings, CheckMyAds had several remarks regarding Mark Israel, an economics expert who, during questioning, revealed his past paid collaboration with Google. Israel aimed to demonstrate that the online advertising market operates as a unified two-sided platform rather than the three distinct markets (ad servers, ad networks, and ad exchanges) as argued by the DOJ.

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AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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