The DOJ and 17 states allege that Google's strategy involved acquiring competitive technologies to solidify their position in the adtech market, limiting competition.
The recently revealed pitch deck outlines how the DoubleClick acquisition was critical for Google, positioning it favorably against other tech giants like Yahoo and Microsoft.
The ongoing litigation could potentially lead to significant changes in the digital advertising landscape, especially if the courts decide to break up Google's adtech operations.
Ari Paparo's findings indicate the importance of the 2007 DoubleClick acquisition, as it showcased how Google strategized to dominate the adtech industry.
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