Judith Chevalier, a professor of finance and economics at Yale University, told the court that using Google tools takes a lower share of publishers’ revenue, and that on average it is “less expensive to use Google-to-Google than using third-party-to-third-party” tools for connecting publishers and advertisers, Mulholland wrote.
Only connect
CheckMyAds noted that a chart presented by Chevalier showed that Google Ads was the only buying tool that connected with Google Ad Exchange, a fact DOJ noted in its cross-examination. The integration of Google’s different ad technologies and the lack of openness to competitors is one elements of the DOJ’s case.
Mulholland didn’t namecheck any of the witnesses Google called in its last two days of evidence, but CheckMyAds had plenty to say about Mark Israel, an economics expert who, it came out in questioning, has done paid work for Google in the past. He sought to show that the market for online advertising is a single two-sided market and not the three separate markets (ad servers, ad networks, and ad exchanges) the DOJ says it is.