"Control is the defining characteristic of a monopolist," DOJ counsel Julia Tarver Wood said during opening statements in the federal government's second antitrust trial against the search giant, which kicked off Monday in Alexandria, Virginia. According to the government, Google exerts too much control over how publishers sell advertising space and how advertisers buy it, resulting in a system that disproportionately benefits Google over everyone else.
"One monopoly is bad enough," Wood said during opening statements. "But a trifecta of monopolies is what we have here." The DOJ is framing Google's dominance in the advertising space as a systemic issue, claiming that Google has monopoly power in three ad-related markets: publisher ad servers, ad exchanges, and advertiser ad networks. This coupled with the illegal tying of their services makes their case more compelling.
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