How Google allegedly monopolised ad technology market: All you need to know

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How Google allegedly monopolised ad technology market: All you need to know - Business Standard

Quick Summary:

Google’s ad server technology, developed decades ago, was “slow and clunky,” she said, but News Corp.estimated it might lose as much as $9 million a year if it moved to a different server because it would lose access to Google Ads.

Similarly, certain functions of Google’s ad exchange, such as real-time bidding, are only available to publishers that use its ad server, DFP, according to the Justice Department.“Customers are essentially forced to use DFP to get access to AdX,” said Rosa Abrantes-Metz, the Justice Department’s economic expert.

In an internal presentation, Google employees said that the rival tools prevented Google’s advertising exchange from seeing all of the available publisher inventory.