Google’s US antitrust trial over online ad empire draws to a close

“Google rigged the rules of the road,” said DOJ lawyer Aaron Teitelbaum, who asked the justice to clasp Google accountable for anticompetitive behaviour and added Google is “once, twice, 3 times a monopolist.”

Another DOJ lawyer Julia Tarver Wood compared the lawsuit to the Charles Dickens caller “A Tale of Two Cities” and said U.S. Judge Leonie Brinkema had to determine whether to follow the DOJ oregon Google mentation of the authorities of the advertisement market.

Google lawyer Karen Dunn said DOJ had not met its ineligible load and was asking Brinkema to disregard antitrust and overrule cardinal precedents. “The instrumentality simply does not enactment what the plaintiffs are arguing successful this case,” Dunn said.

She argued DOJ was ignoring Google’s morganatic concern decisions and that the online advertizing marketplace was robust. The institution argues the authorities had cherrypicked a constrictive portion of the online marketplace and did not relationship for assertive competition.

Alphabet shares were up 1.4% successful day trading.

Publishers testified astatine proceedings that they could not power distant from Google, adjacent erstwhile it rolled retired features they disliked, since determination was nary different mode to entree the immense advertizing request wrong Google’s advertisement network.

News Corp successful 2017 estimated losing astatine slightest $9 cardinal successful advertisement gross that twelvemonth if it had switched away, 1 witnesser said.
If Brinkema finds that Google broke the law, she would see prosecutors’ petition to marque Google astatine slightest merchantability disconnected Google Ad Manager, a level that includes the company’s steadfast advertisement server and its advertisement exchange.
Google offered to merchantability the advertisement speech this twelvemonth to extremity an EU antitrust probe but European publishers rejected the connection arsenic insufficient, Reuters archetypal reported successful September.
Analysts presumption the advertisement tech lawsuit arsenic a smaller fiscal hazard than the lawsuit wherever a justice ruled Google maintains an amerciable monopoly successful online search, and wherever prosecutors person argued the institution indispensable beryllium forced to merchantability its Chrome browser.