Google expert at antitrust trial says government underestimates competition for online ad dollars

Mark Israel, an economist hired by Google, argued that the U.S. government’s narrow focus on 'open web display advertising' overlooks significant competition from various digital platforms. He emphasized that advertisers are increasingly shifting their budgets to social media and online retail, which diminishes the perceived monopoly. According to Israel, advertisers have moved away from traditional desktop and laptop ads, resulting in Google only controlling 10% of the broader online display advertising market.

Israel highlighted the dramatic change in advertising spending, noting that expenditure on desktop display ads has plummeted from 71% in 2013 to just 17% in 2022. He asserted that this migration away from desktop devices highlights a crucial element missing in the government’s case. The testimony illustrates the evolving landscape of digital advertising, indicating that the competition extends far beyond the regulatory definitions used by the government.

Read at The Seattle Times