The Department of Justice argues that Google’s 20% commission on ad transactions is significantly higher than competitors, demonstrating Google’s monopolistic control over online advertising.
Internal documents revealed executives like Chris LaSala doubted the sustainability of the 20% fee, as the market rate is closer to 10%, indicating pricing power discrepancies.
The DOJ's case centers around Google allegedly monopolizing the AdX exchange, controlling extensive technology for the buying and selling of online display ads.
Despite regulatory challenges in both the U.S. and Europe, analysts remain optimistic about Google's potential, though they have adjusted their price targets downward.
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