Google defended its ad tech companies in the court of public opinion on Sunday, just as its lawyers prepared similar arguments against antitrust charges in the US now being heard in a Virginia courtroom.
Google ad tech firm sued over antitrust concerns | WSJ Tech News Briefing
The Justice Department and eight states sued Google in January, alleging that the megacompany has illegally monopolized the ad technology market. The lawsuit is separate from the government search ad dispute that Google lost in August. This one focuses on the technology used to buy, sell and coordinate the sale of digital ads on the web.
The feds claim that Google:
Google Ads has about 80 percent market share, or 40 percent for DV360 (display and video), based on court filings. Google's DoubleClick subsidiary dominates the publisher side of the business—publishers who sell advertising space—with a market share of about 90 percent. And Google AdExchange (AdX), which mediates between the sell/supply side and the buy/demand side has about 50 percent market share.
