Google logo on website displayed on a phone screen is seen through the broken glass in this illustration photo taken in Krakow, Poland on April 25, 2024. (Photo by Jakub Porzycki/NurPhoto)
As Google’s second antitrust trial this year continues, a Boston University economist testified that Google’s stranglehold over the advertising market allows it to charge between 19 and 27 percent higher rates to advertisers than a “competitive market” would allow.
Marketing Brew reports that the ongoing antitrust trial against Google has shed light on the tech giant’s dominant position in the digital advertising market, with particular attention being paid to its ad exchange, AdX.
The government has argued that AdX is a core component of Google’s advertising monopoly due to its exclusivity. Lawyers for the DOJ have emphasized that publishers cannot access the vast number of advertisers using Google’s ad tools without going through AdX, a claim supported by testimony from executives at major media companies like News Corp and Gannett.
