"Last April, the court ruled that Google violated U.S. antitrust laws by monopolizing the markets for publisher ad servers - with DoubleClick for Publishers (rebranded to Google Ad Manager in 2018) - and ad exchanges - via AdX - by tying the products together. The trial now moves toward remedies. Several major U.S. publishers have filed lawsuits against Google in New York City, claiming that the tech giant's dominance over ad servers and exchanges made it difficult for publishers to use other platforms."
""The DOJ has done a lot of heavy lifting for [publishers]," said Gary Kibel, partner at law firm Davis+Gilbert, which advises media and advertising clients. "This judge has already ruled that [Google] engaged in anti-competitive behavior when it comes to the ad tech business. So you're more than halfway there already... Now what the publishers then need to do is get a different judge in a different court to agree with that decision. But that may not be a huge lift.""
""The harder lift, according to Kibel, will be for these publishers to show evidence of how they've been damaged by Google's monopoly. "These publishers are going to have to prove not just that Google hurt the industry, but that Google hurt me [them]. They have to show that Google hurt [their] business by their anti-competitive behavior. That gets very fact-specific," Kibel said."
The U.S. Justice Department found that Google monopolized publisher ad servers and ad exchanges by tying DoubleClick/Google Ad Manager and AdX, and a court ruled last April that Google violated U.S. antitrust laws. Major U.S. publishers have filed suits alleging Google’s dominance forced them to sell larger shares of inventory through Google at depressed prices, reducing revenue, and they seek reimbursement. Legal experts say the DOJ ruling eases publishers’ legal path, but publishers must prove individual damages caused by Google’s conduct. Google is appealing and the trial is moving toward remedies.
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