Google Ad Tech Under Fire: What the DOJ Wants a Judge to Do
(Bloomberg) – Over the last four days, the Ministry of Justice has tried to sell a federal judgment in Virginia to sell a part of the company’s company and to change the way of doing business to develop competition for online image advertising.
Google is running an advertising service for marketers and a service that sells advertising for publishers and a Commodity Exchange in which both sides have completed the transactions at Yildirim fast auctions. Judge Leonie Brinkema has decided that the search giant in the earlier this year monopolized two of these markets illegally. Now he thinks about how to correct illegal behavior in those who are expected to be a two -week hearing.
After questioning 12 witnesses, the Ministry of Justice is preparing to rest on Friday. It is expected that Google’s next few days will show that the demands of the Ministry of Justice will show that the demands of the Ministry of Justice are “radical and reckless, and that it will break the technology underlying billions of dollars in online ads.
In 1993, 81 -year -old Brinkema participated in the counter and hosted the technical aspects of the demands of the Ministry of Justice.
Towards the end of the second day, Brinkema told lawyers that most of what they have ever heard were “window dressing”. “I am very interested in seeing the evidence that Google thinks that it is technically possible. This is the heart of the evidence I am interested in hearing.”
What the government proposes:
The biggest request of the Ministry of Justice – the most air time at the hearing – is about forcing Google to force the adx to sell Adx. The change that controls about 56% of the market helps to connect buyers and sellers to fast fire auctions.
Forcing Google to sell ADX, Jed Dederick, the head -income manager of Trade Desk Inc., who runs an online platform for advertisers, will be “the most important way to recover the trust of advertising buyers”. Very few advertisers said that Google is willing to invest in the online screen industry due to their behavior, but ADX said to the market “a large number of advertisers and advertising budgets will flow”.
Jon Weissman, a computer science expert from the University of Minnesota, examined the source code for two advertising technology products that Google calls “beautiful to look, and his separation and selling to a new owner is“ technically applicable ”.
On Thursday, he said, “I don’t see the reason why the software has broken in any way,” he said.
However, Google objected to Weissman’s evaluation, depends on services from other sections of the ADX and AD server, which will be very difficult. Next week they plan to offer their experts, helping Columbia’s Jason Nieh, another court for force the sale of the Chrome web browser.
Tim Craycroft, Vice President and General Manager of Google Advertising, said that since 2020, technology giant has made at least three internal assessments about the feasibility of changes in advertising technology business. They involved to completely close ADX, to separate the purchase and to sell advertising tools, and to move some of the ad server to Google’s cloud. The latest analysis came in 2024, when the company evaluated ADX’s release to the external buyer and made the advertising server open to use the final auction logic to use the industry.
Craycroft argued that Doj’s disposal drugs are different from what Google was thinking in 2024 and will bring more burden to the technology giant. The company thought that ADX was a “job latter ,, but instead of copying the source code, but instead, the buyer said that he gave the buyer a instruction guide on how to rebuild the proposal. Craycroft said Doj’s suggestion would help Google to rebuild the source code in a recipient’s infrastructure.
“Years and years of work” would take, D Doj said, dedi Naive, uncertain and inconsistent in places ”. He also described that the Ministry of Justice will get approval on the ADX buyer as “scary ..
Paul Crisci, an investment banker who previously controls technology -oriented agreements at the UBS Group AG, said he would be interested in buying ADX if many companies are on sale.
ADX said, “A reliable and motivated recipient pool, including technology, marketing or advertising companies, as well as companies in the advertising technology industry. In fact, the chief executives of the two advertising technology companies that testified this week may want to buy the stock market if it is on sale: the opponent index exchange CEO Andrew Casale and James Avery, CEO of an advertising server working to create its own stock market.
Provide more control to web publishers
The Ministry of Justice proposed a few changes in Google’s advertising server business. An ad server acts as the brain of a website that helps to regulate the current field and follow sales. Antitröst practitioners advised the company’s website publishers to create a tool that would facilitate the transfer of their data from Google’s platform. In the last year, a few website publishers said that they were stuck by Google as they would require to recreate their archives to a different ad server.
In addition, the Ministry of Justice suggested that Google’s advertising server to create another tool to ensure that it works with another popular advertising technology tool called Prebid. This tool allows a publisher to regulate an auction in the browser that seeks bids from multiple advertising exchanges at the same time and chooses the most to pay the most.
These changes “helps to remove the advertising server,” said Index Exchange’s Casale and other advertising technology tools to compete with Google itself.
In his own proposal, Google said it would be integrated with Prebid. In his testimony, Craycroft said that Google’s idea of making additional changes to the advertising server was “open ..
“If the court thinks it was important, we would do it,” he said.
Make ad auctions more transparent
Another major proposal of the Ministry of Justice will require that Google’s advertisement within the advertising server to make the final -winning logic that the final auction is open to the public. Luke Lambert, who works for a part of Omnicom Corp., said advertisers will benefit from such transparency.
“I can understand why I won and why I lost,” he said.
Making the auction logic open to public will also help publishers. “We don’t know that impressions are caused by the impressions, Grant said Grant Whitmore, who has already been a part of the private media company of the Newhouse Family. “This is a pachinko ball, we don’t know all the variables jumping the ball.”
Google argued that the announcement of the auction logic will increase the risk of cyber attacks. Craycropht said he was thinking of making a “simple software piece ıp to summarize how Google initially made the decisions of the advertising server. The proposal of the Ministry of Justice as “naive -unrealistic” will require Google’s advertising server to reveal his “heart ..
Open Google’s Advertising Tools
Prosecutors also asked Brinkema to prevent Google’s advertising purchasing tools from preference to other products of the company.
Lee, the economic expert of the Ministry of Justice, said that Google sent 89% of the company’s popular advertising network to Google’s own vehicles. Google ads take over most of the decision -making process, including where ads will be placed and what to offer, and are often used by smaller companies.
While Brinkema’s April view rejected the view that Google ads are also a monopoly, Lee argued that the advertising change and a solution for server markets should take this behavior. Otherwise, Google can adjust to send a direct offer to the advertising server of Google ads, and completely skip the change, which effectively creates the same monopoly problem.
During Lee’s testimony, Brinkema said that many witnesses assumed that Google will “rethink monopolization”.
“If you trust that Google will act in a really good faith and will take a precautionary measure, Lee Lee asked,” Does this ensure that behavioral drugs will be sufficient? ”
Companies will always get profit, answered. As long as Google has an ADX and AD server, Lee has “encouragement and ability to maintain problematic behaviors. Authorized, just like this incentive – such as disposal – is guaranteed to avoid the risk of change, he said.
Google’s Craycroft, the Ministry of Justice’s company, compared to the rest of the sector, said they would put a “competitive disadvantage”.
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