In the ongoing USA v Google antitrust trial, testimonies reveal Google's overwhelming control in the ad tech space, raising concerns about competitive fairness and transparency.
Witnesses emphasized that Google’s dominance in the ad exchange ecosystem, particularly via header bidding, is a major concern, with competitors stifled by high take rates and a lack of transparency.
Brian O'Kelley noted that Google's advantage stems from its vast user data, demonstrating how this monopoly shapes the ad technology landscape in favor of its own products.
Professor Robin Lee cited that Google’s platform, DFP, holds a staggering 91% market share in open web display impressions, which reinforces the monopolistic claims against the company.
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