Judge hears closing arguments on whether Google’s advertising tech constitutes a monopoly
ALEXANDRIA, Va. — Google, already facing a possible breakup of the company over its ubiquitous search engine, is fighting to beat back another attack by the U.S. Department of Justice alleging monopolistic conduct, this time over technology that puts online advertising in front of consumers. The Justice Department and Google made closing arguments Monday in a trial alleging Google’s advertising technology constitutes an illegal monopoly. The Justice Department contends Google built and maintained a monopoly in “open-web display advertising,” essentially the rectangular ads that appear on the top and right-hand side of the page when one browses websites. In court papers, Justice Department lawyers say Google “is more concerned with acquiring and preserving its trifecta of monopolies than serving its own publisher and advertiser customers or winning on the merits.” As a result, content providers and news organizations have never been able to generate the online revenue they should due to Google’s excessive fees for brokering transactions between advertisers and publishers, the government says. In Monday’s arguments, Justice Department lawyer Aaron Teitelbaum cited the search engine case when he highlighted an email from a Google executive, David Rosenblatt, who said in a 2009 email that Google’s goal was to “do to display what Google did to search,” which Teitelbaum said showed the company’s intent to achieve market dominance.
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