According to AdExchanger, the next steps are Brinkema’s ruling, which could come in early 2025, followed by a hearing to determine the punishment if that ruling goes the DOJ’s way.
The DOJ built its case on four claims:
- Google monopolized the ad server business that publishers use to manage their ad inventory.
- Google monopolized the ad network business through Google Ads.
- Google attempted to monopolize the exchange business, or supply-side platforms that publishers use to sell ads, through Ad Exchange.
- Google exerted monopoly power by tying all of those products together.
Google’s counterargument is that the DOJ’s definition of the market is incorrect, and that the government agency’s concept of open web display advertising is a “gerrymandered” market that ignores mobile, social, and connected television, where Google competes with companies including Amazon and Meta.