In January 2023, the U.S. Department of Justice (DOJ) filed a major antitrust lawsuit against Google, accusing the company of monopolizing the digital advertising technology (adtech) market. The DOJ claims that Google’s control over key parts of the adtech supply chain—buying, selling, and running the ad auctions—stifles competition and harms publishers and advertisers.
What Is the Case About?
The lawsuit seeks to break up portions of Google’s adtech business, including its acquisitions like DoubleClick. The DOJ argues that Google’s dominance locks advertisers and publishers into its ecosystem, raising costs and limiting innovation. Google, meanwhile, defends its tools as simply efficient and effective.
Potential Consequences
If Google loses, it may be forced to sell parts of its adtech empire, which could open up the industry to new competition and innovation. This case could set a significant precedent for antitrust enforcement against other Big Tech companies.
A Rare Opportunity to Understand Google’s AdTech Stack
This trial offers a unique look into how Google’s adtech infrastructure operates. We highly recommend checking out this glossary to decode the jargon behind the case and understand the key terms being used.
Follow the Case
- Ari Paparo’s Monopoly Report: In-depth coverage here.
- Allison Schiff for AdExchanger: Daily updates here.
- Digiday’s Marty Swant & Ronan Shields: Subscriber coverage here.
This trial could reshape the adtech industry—stay tuned!
