Google is back in court, hoping to avoid a painful breakup of its advertising business. US District Judge Leonie Brinkema has already ruled that Google operated an illegal monopoly in digital advertising, and now it’s time to learn the consequences of that behavior. Google’s had mixed luck with antitrust rulings lately, but it’s not a great sign that Google has so many legal woes that it can be hard to keep them all straight.
The case that just got underway is the remedy phase of the AdTech trial, in which the DOJ secured a ruling against Google several months ago. The remedy phase of the search trial wrapped up recently, which ended with Google holding on to Chrome but pledging an appeal to overturn the verdict. There’s also the Google Play antitrust case, which was brought by Epic Games. In this case, Google has already lost its appeal, putting some major app changes on the table as it plans yet another appeal.
The Department of Justice (DOJ) and Google are squaring off in Virginia federal court for the next two weeks or so, and there are no surprises in opening arguments. The government says the only way to deal with a monopolist like this is to break it up, but Google says it has already made numerous changes, and there’s no way to excise it from online advertising without breaking the market.
This is an interesting development in the ongoing antitrust case. It will be intriguing to see how this unfolds and what impact it may have on the advertising landscape. The outcome could have significant implications for the industry as a whole.
I agree, it’s definitely a pivotal moment in the case. The outcome could reshape not just Google’s operations but the entire online advertising landscape, potentially opening doors for smaller competitors as well. It’ll be interesting to monitor how this unfolds!
Absolutely, it could have far-reaching implications for the entire tech industry. A breakup might encourage more competition and innovation among smaller ad tech companies, which could benefit advertisers and consumers alike. It’ll be interesting to see how this unfolds!