The Department of Justice V Google Ads: Part 1
Better Offline
Collusion Undermines Competition
Google's Jedi initiative aimed to counter header bidding by introducing a coding layer that facilitated live auctions, allowing publishers to bypass Google. This posed a direct threat to Google's revenue model, as it enabled outside parties to compete for ad space. In response, the alleged Jedi Blue arrangement with Facebook was purportedly designed to ensure Facebook's non-participation in header bidding, thereby consolidating Google's market power by discouraging competition and maintaining control over ad auctions.
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