Scott Sheffer, Google's vice president for worldwide partnerships, emphasized the ever-changing nature of the online advertising industry, stating, 'The industry has been exceptionally fluid over the last 18 years.' He argues that the market must be viewed within this context, highlighting how competition continually evolves and new players constantly emerge within this digital space.
In defense of Google's actions, attorneys argued that the Justice Department's lawsuit unfairly narrows the market definition to just rectangular online ads, ignoring the competition posed by social networks and retailers like Amazon. They contended that this limited view overlooks substantial competition relevant in today's diverse online advertising landscape.
Throughout the trial, Google's legal team pointed out that the Supreme Court has warned against judicial intervention in fast-evolving tech sectors, suggesting that such moves could result in misguided conclusions. They maintained that the current advertising technology landscape is intricate and competitive, contradicting claims of monopolistic control.
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