{"id":22675,"date":"2025-09-21T18:58:50","date_gmt":"2025-09-21T18:58:50","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22675"},"modified":"2025-09-21T18:58:51","modified_gmt":"2025-09-21T18:58:51","slug":"google-returns-to-court-for-remedy-phase-of-doj-ad-tech-antitrust-trial","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22675","title":{"rendered":"Google returns to court for remedy phase of DOJ ad-tech antitrust trial"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Google is heading back to court on Monday for the remedy phase of <em>United States v. Google LLC<\/em>, where it faced judgment of operating an advertising monopoly.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Up to speed:<\/strong> US District Court Judge Leonie Brinkema ruled against Google back in April after closing arguments were given last November, finding that the company maintained monopolies in the open web display publisher ad server and ad exchange markets and illegally tied its ad exchange to its publisher ad server.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The court is reconvening in Alexandria, Virginia, to determine remedies that could have broader repercussions in the ad industry.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Last time around: <\/strong>The US Department of Justice sued Google in January 2023, accusing the tech giant of monopolizing the online advertising industry. The DOJ claimed that Google sought to stave off competition through several acquisitions, essentially forcing publishers and advertisers to use its tech and driving up prices in the process.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Google\u2019s lawyers argued that the strength of the company\u2019s ad-tech is why it rules the roost in the market. They pointed to companies involved in landmark Supreme Court antitrust cases, like Microsoft, Standard Oil, and AT&amp;T, and argued that they had a greater share of their markets than Google does within the digital ads realm. However, during the trial, <em>a lot <\/em>of internal emails were shared with the court that seemed to illuminate a different view.<\/p>\n<ul>\n<li>One such email, authored by a Google ads staffer in 2013, said that \u201cour goal should be all or nothing\u2014use AdX as your SSP or don\u2019t get access to our demand.\u201d<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Fast-forward to April 2025, when Brinkema ruled in the DOJ\u2019s favor, concluding that \u201cplaintiffs have proven that Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Who\u2019s testifying this time:<\/strong> Both the DOJ and Google filed their witness lists last month.<\/p>\n<ul>\n<li>The DOJ\u2019s list includes Google employees, such as Heather Adkins, security engineering VP, and Noam Wolf, senior director of engineering.<\/li>\n<li>Several publisher execs, such as Stephanie Layser, global head of publisher ad tech solutions at AWS, and Jason Taylor, CRO of Gannett Media, are also on the list.<\/li>\n<li>Ad tech witnesses include James Avery, founder and CEO of retail media firm Kevel, and Andrew Casale, president and CEO of Index Exchange, an SSP.<\/li>\n<li>On the agency side, Luke Lambert, partner and head of reputation marketing and insights at Omnicom Media Group, and Jay Friedman, Goodway Group strategic advisor and former CEO, will offer testimony.<\/li>\n<li>The DOJ is supplementing its witness list with academic perspectives, including that of Harvard economics professor Robin S. Lee.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cMy sense is that Google has made some enemies over the years,\u201d Andrew Frank, research VP and distinguished analyst at Gartner, said. \u201cSo no doubt there\u2019s going to be organizations who have been harmed\u2014or at least feel they\u2019ve been harmed\u2014by Google\u2019s dominance of the ad-tech world.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Many folks on the DOJ\u2019s witness list are also on Google\u2019s, such as Adkins and Lambert.<\/p>\n<ul>\n<li>Some of its other witnesses include former Google software engineer David Maymudes and Jason Nieh, a computer science professor at Columbia.<\/li>\n<li>Google provided the names of witnesses who may or may not be called, all of whom are also on the DOJ\u2019s list, such as Friedman.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Anyone\u2019s guess:<\/strong> Frank predicts that Brinkema may seek a similar remedy to that of US District Judge Amit Mehta, who presided over a separate antitrust trial that centered on Google\u2019s hold on the search industry.<\/p>\n<ul>\n<li>In that case, Mehta ruled that Google held an illegal monopoly in online search. While the DOJ had asked Mehta to direct Google to sell off its Chrome web browser as a remedy in that case, Mehta did not do that. He did, however, direct it to share search data with rivals, among other stipulations. This case\u2019s remedy could \u201cpotentially require them to share more data or be more open about their architecture,\u201d Frank said. Google has said it will appeal the decisions in both cases.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The outcome could impact other lawsuits that have been filed alleging that Google engaged in anticompetitive practices, namely those filed by competitors PubMatic and OpenX, Ashish Chordia, founder and member of the board, LG Ad Solutions, said.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Whatever happens next, \u201cwe\u2019ll be in a healthier place after all this is said and done, and I think that\u2019s going to be great for publishers and great for advertisers,\u201d Chordia said. \u201cIt\u2019s a journey of figuring out how to get there. That\u2019s what\u2019s happening with the lawsuits and antitrust.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/09\/18\/google-remedy-adtech-antitrust-trial?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google is heading back to court on Monday for the remedy phase of United States v. Google LLC, where it faced judgment of operating an advertising monopoly. Up to speed: US District Court Judge Leonie Brinkema ruled against Google back in April after closing arguments were given last November, finding that the company maintained monopolies [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22675","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google returns to court for remedy phase of DOJ ad-tech antitrust trial | Brandiary<\/title>\n<meta name=\"description\" content=\"Google is heading back to court on Monday for the remedy phase of United States v. 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