Google is trying to maintain advert tech specialists away from its upcoming antitrust trial. The search big is in search of to throw out testimonies from key members of the trade.
Google doesn’t need advert tech executives within the antitrust trial
Google is gearing as much as face one of many greatest and probably precedent-setting antitrust trials. The corporate is defending its advert tech enterprise, and it’s up towards the US Division of Justice (DoJ).
One of many first arguments Google introduced is that a lot of authorities witnesses ought to be excluded from the trial or they shouldn’t testify. Particularly talking, Google is requesting the court docket to toss out any testimony from authorities witnesses who aren’t economists or antitrust specialists.
New submitting: “In re: Google Digital Promoting Antitrust Litigation (Personal Advert Tech Monopoly)”
Doc #874: USCA Order – DifferentPDF: https://t.co/rCuFqPQQUA#CL60149069 pic.twitter.com/MO8zq95O7f
— Antitrust Instances Bot (@antitrust_bot) August 29, 2024
Google claims, “none of those third-party competitor witnesses has the right basis of data, skilled {qualifications} or performed the required financial evaluation to opine as as to whether Google is a monopolist whose conduct harmed competitors.”
The DOJ has reportedly counterargued that a lot of the witnesses Google has objected to, are “nothing greater than rivals of Google.”
“These exchanges make enterprise selections based mostly partly on their reliance on Google, on each side of the advert tech stack, to succeed in publishers and advertisers. Their testimony about being unable to compete with Google’s AdX relies on first-hand information gathered on the job.”
Will the US Court docket hearken to Google’s arguments?
Leonie Brinkema is the the federal decide who’s presiding over spherical two of the USA v. Google LLC antitrust trial. She is going to resolve whether or not to simply accept Google’s arguments and dismiss the testimonies of trade specialists and veterans.
Google claims, “The expertise of third events within the trade doesn’t render them competent to testify as to conclusions akin to whether or not a agency is dominant, a monopoly, anticompetitive or inflicting anticompetitive results.”
Basically, Google is trying to label these testimonies as unsupported opinions, rumour, and conjecture, amounting to speculative testimony. It isn’t clear if the decide will settle for these arguments, particularly since many of the testimonies are from individuals who have been related to the advert tech enterprise.
New submitting: “United States v. Google LLC (Dep’t of Justice Advert Tech Monopoly)”
Doc #1289: Joint MOTION FOR ENTRY OF AN ORDER MODIFYING THE SUBMISSION AND HANDLING OF PROPOSED TRIAL EXHIBITS by Google LLC.…[full entry below 👇]
PDF: https://t.co/U9R2vWMYTh#CL66753787 pic.twitter.com/aHoosqcmVS
— Antitrust Instances Bot (@antitrust_bot) August 30, 2024
Google’s advert tech enterprise, referred to as Google AdX, is likely one of the greatest on this planet. Many of the third-party advert exchanges could compete with Google. Nonetheless, they’re additionally Google’s clients as they closely depend on Google’s DSP and its writer advert server.
The US DOJ has submitted a sworn statement that states AdX is the “supply level for the biggest supply of demand within the show enterprise.” Therefore, advert exchanges merely can’t counsel their shoppers to keep away from Google AdX. Such a stronghold over the enterprise has prompted many advert tech companies to close store, the DOJ has alleged.
