Mark Israel, an economist, testified that the government underestimates the competition Google faces, stating they focus too narrowly on 'open web display advertising'.
Israel highlighted that when examining total online display advertising, Google's U.S. market share has dropped to 10% in 2022, down from around 15% a decade ago.
He pointed out that advertisers are migrating their spending from desktop ads to platforms like social media and mobile apps, significantly altering the advertising landscape.
The case presents a misleading view of today's competition, as marketing data shows a dramatic decrease in display ad spending on desktops, from 71% in 2013 to 17% in 2022.
Collection
[
|
...
]