The U.S. Department of Justice’s efforts to bring Google to heel at trial for the second time this year are well underway in a Virginia courtroom where its $307 billion-per-year ad empire faces a potential breakup.
The trial sheds light on the intricate workings of Google’s ad-tech dominance and the industry’s competitive dynamics, with some of its more esoteric offerings, such as its ad server and ad exchange, a.k.a. ‘DFP’ and ‘AdX, et al. debated extensively (see right).
In disclosures contained in more than 1,800 trial exhibits plus the testimonies of more than 25 witnesses over seven days entered by the DOJ, the complexity and implications of Google’s dominance of the digital advertising ecosystem slowly comes into view.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.