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A puzzling question came on day four of the remedy phase of United States vs. Google LLC<\/em>, in a federal courtroom in Alexandria, Virginia, when the Google team questioned Jon Weissman, a computer science professor at the University of Minnesota.<\/p>\n Google\u2019s lawyers asked him if he knew whether AdX, Google\u2019s ad exchange, is involved with Google Docs, among other Google properties (it is not).<\/p>\n Before the day\u2019s end, each legal team asked questions about the feasibility of potential remedies. Thursday\u2019s questioning was a departure from the earlier days of the remedy phase, when buy-side advertiser perspectives were in the spotlight and broader concerns, like generative AI and transparency into Google\u2019s ads business were the focus.<\/p>\n Marketing Brew broke down a few key moments from Thursday\u2019s proceedings below.<\/p>\n Rocket science:<\/strong> Weissman, a key DOJ witness, seemed to say that from an engineering perspective, a divestiture of AdX or DFP is feasible.<\/p>\n Back in the day:<\/strong> Google\u2019s cross-examination of Weissman involved questioning the relevance of his credentials as well as matters that could impact the migration of technology if AdX or DFP were to be divested. (As mentioned in Marketing Brew\u2019s coverage of the trial, Google is against an AdX divestiture.)<\/p>\n Inside baseball:<\/strong> Tim Craycroft, VP and GM of Google Advertising, was next up.<\/p>\n Google\u2019s team asked Craycroft about his time overseeing the display ads business for Amazon, where he worked before Google.<\/p>\n\n
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