Not time to look thoroughly into Google’s issue yet. However, one of Google’s main arguments:
With the cost of ads going down and the number of ads sold going up, the market is working. The DOJ’s case risks inefficiencies and higher prices — the last thing that America’s economy or our small businesses need right now.
Sounds more like a threat than a proper defense. To me it’s less compelling than DOJ’s 170-page complaints. But I do believe that Google has put forward irreplaceable technologies to have significantly advanced the ad tech industry. But one might live a double life, isn’t it.
reference
Lee-Anne Mulholland, Vice President, Regulatory Affairs at Google. Sep 08, 2024. Google competes by offering tools that deliver for both ad buyers and sellers. Link.