About the Google Adtech Antitrust Trial

Google is facing trial for allegedly abusing its dominance in the $200 billion digital advertising industry. The U.S. Department of Justice (DOJ) claims that Google gained control of the entire adtech ecosystem—tools used by advertisers and publishers to buy and sell ads—through acquisitions and anticompetitive practices.

Google has denied the accusations, arguing that several competitors exist in the adtech space, that a mix of tools are used so they don’t capture full fees, and that their fees are lower than the industry average. Google also contends that if they lose, small businesses will suffer the most.

The outcome of this landmark case could bring significant changes to the ad industry, impacting not only Google and publishers but also advertisers. However, some experts believe the trial may result in little to no change for Google’s operations.

Day 1: Accusations and Defense (Sept. 9)

The DOJ presented its case, accusing Google of monopolizing three key areas:

• The advertiser ad network
• The publisher ad server
• The ad exchange connecting the two

Google’s defense argued that the DOJ’s market definition was skewed, pointing to competition from Microsoft, Amazon, Meta, and TikTok as evidence that they do not have a monopoly.

Day 2: Google’s Hold on Publishers (Sept. 10)

Stephanie Layser, former News Corp ad executive, testified that Google’s ad tools leave publishers feeling "stuck." NewsCorp considered switching ad servers in 2017, but the risk of lost revenue from Google ads demand was too high, with 40-60% of their ad revenue coming from Google Ads.

Layser also described Google’s ad server technology as outdated and “clunky,” noting that alternatives were limited due to Google’s overwhelming market presence.

Jay Friedman, CEO of Goodway Group, criticized Google’s variable pricing, stating that it “games the system,” while former Google VP Eisar Lipkovitz expressed frustration with Google’s internal dysfunction and lack of transparency in ad auction practices.

Day 3: Data Dominance and Stifling Competition (Sept. 11)

Jed Dederick, CRO at The Trade Desk, highlighted the conflict of interest in Google controlling both the buy-side and sell-side of the ad market. Google’s access to vast user data from platforms like YouTube and Search further enhanced its competitive advantage.

Other witnesses emphasized how Google’s control over ad servers stifles competition and innovation, with practices like First Look and Dynamic Revenue Share favoring Google at the expense of publishers.

Day 4: Controlling Ad Prices (Sept. 12)

Rahul Srinivasan, a former Google Product Manager, testified about the internal rollout of Unified Pricing Rules (UPR) in 2019, revealing Google’s efforts to maintain control over ad pricing despite publisher pushback. He also detailed Google’s strategy to “dry out” header bidding, further consolidating control over ad prices.

Rajeev Goel, CEO of Pubmatic, and Tom Kershaw, former CTO of Magnite, testified about the challenges they faced competing with Google, noting that Google’s dominance in demand-side advertising suppressed competition and reduced publisher revenue.

What’s Next

The trial is expected to last several weeks. If the DOJ wins, Google could face up to $100 billion in advertiser lawsuits. The case could have major implications for the digital ad industry, and for businesses across the web.

Dig Deeper: Follow trial updates on the United States vs. Google website. Also, check out our article on another Google antitrust case, where a federal judge ruled in August that Google violated antitrust law.