"From afar, it looks like Google had a rough year. It was found guilty of operating an illegal search monopoly and a publisher ad tech monopoly, not to mention getting hit with a raft of civil antitrust suits brought by ad tech But zoom in a bit and it becomes clear that the past year went about as well as Google could have hoped for."
"Judge Amit Mehta's September decision in the DOJ's Google Search monopoly case "represents perhaps the best-possible outcome for the company," according to Alan Chapell, a lawyer who works as outside counsel and privacy officer for advertising and martech companies, in a research report last month. Mehta ruled that Google must share some search data with "qualified competitors," but required no divestiture or major changes to Google Search practices."
Google faced legal defeats, including findings of an illegal search monopoly and a publisher ad tech monopoly and multiple civil antitrust suits. A federal judge ordered limited remedies in the DOJ search case, requiring some search-data sharing with qualified competitors but imposing no divestiture or major changes to search practices. A forced Chrome divestiture was unlikely despite DOJ interest. The DOJ seeks sale of AdX and potentially DFP within Google Ad Manager in the publisher ad tech case. Failure to secure divestitures would leave core Google ad tech dominance largely intact despite allegations of market dismantling and a 20% take rate.
Read at AdExchanger
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