Next in Media So, How Is Google's Ad Tech Trial Going?
Next in Media spoke with Ronan Shields, who covers ad tech for Digiday, about how the DOJ's case against Google is going in the ongoing ad tech trial, and whether he thinks this case will really reshape the digital ad market anytime soon.
Ronan also discussed why some publishers are worried about a potential Google loss, and what Meta and Amazon might be thinking.
Takeaways:
• Google's Antitrust Case: The current trial is focused on Google's ad tech business, specifically regarding accusations of monopolistic practices.
• DOJ's Strong Case: The Department of Justice (DOJ) seems to be in a favorable position due to damaging internal communications from Google executives.
• Damning Evidence: Internal Google emails suggest the company used its dominant position to force publishers into using its ad tech stack, thus limiting competition and harming alternatives in the market.
• Impact on Publishers: Many publishers are rooting for Google's loss, but some are concerned about the immediate impact on their monetization strategies if Google is forced to divest its ad tech stack.
• Google’s Defense: Google argues that competition exists from companies like Microsoft, Amazon, and others. Their defense suggests they are simply better at what they do, not monopolistic.
• Future Ramifications for Other Tech Giants: If Google loses, it could set a precedent for future antitrust actions against other big tech players like Meta (Facebook) and Amazon, who are also in the crosshairs of regulators.
Guest: Ronan Shields
Host: Mike Shields
Producer: FEL Creative