The day before, while cross-examining Jed Dederick, CRO of The Trade Desk, Google's defense team had floated the notion that one reason Google doesn't have a monopoly over the ad server market is because it's possible to use Prebid without also needing an ad server. It was a strange contention that the DOJ didn't address during its examination of Dederick. This highlighted the complexities of how the ad tech market operates and questioned Google's claims of competition.
Kershaw answered: "It's like saying I could walk to China right now. You could do it, but you won't." From a practical perspective, he said, no scaled publisher can function without an ad server. This underscores the intricacies involved in ad serving technologies and the necessity of having robust systems in place for effective operations, especially for larger publishers.
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