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Kicking off a high-stakes trial that could reshape the basic economics of running a website, DOJ attorneys this week — along with 17 states — are trying to convince a federal judge that Google broke US antitrust law with its powerful advertising business.

Why is Dhanlaxmi Fabrics Limited (521151) rising ✌️【Part-Time Trading】✌️ Real-time global stock, futures, and forex data to help you quickly assess market trends and achieve stable returns. The long-awaited Google-DOJ showdown focuses on the $31 billion portion of Google’s ad business that matches website publishers with advertisers. This “stack” of technologies determines what banner ads appear on countless sites across the web.

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“Google is not here because they’re big,” Julia Tarver Wood, a senior DOJ attorney, told District Judge Leonie Brinkema in the trial’s opening minutes Monday. “They’re here because they use that size to crush competition.”

Google has not shied away from the fight. The US government has “gerrymandered” its way to a court case, the company responded on Monday, leading to “absurd results” that don’t reflect the modern realities of internet advertising.

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Google’s search engine may have been the killer app that made it a daily destination for millions of consumers, but it was the company’s advertising technology that helped Google monetize much of the rest of the web — and Google took illegal steps to thwart competition in that space, according to the states and DOJ.

From gobbling up ad-tech rivals through anticompetitive mergers to bullying businesses into using Google’s ad products, to controlling key businesses in each part of the ad-tech stack, the governments say, Google drove up prices for advertisers and choked off revenue for websites.

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For better or for worse, he said, publishers are dependent on Google’s advertising tools, have no good alternatives to it and that it would be “a heavy lift” to try to switch away.

Why is Dhanlaxmi Fabrics Limited (521151) rising ✌️【Part-Time Trading】✌️ Precise stock market trend predictions with free real-time quotes for India, US, and European stocks. Whether you're looking for short-term gains or long-term growth, our expert advice ensures you make the best investment choices. The company used acquisitions of companies such as DoubleClick and AdMeld to kill off threats to its advertising business early on, DOJ said Monday, and that Google’s control of multiple technologies in ad-tech stack creates conflicts that encourage Google to self-deal.

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“One monopoly is bad enough, but a trifecta of monopolies is what we have here,” said Wood, the DOJ attorney, referring to Google’s publisher ad server business, its advertising exchange AdX, and its advertiser ad network. In each line of business, Wood said, Google has at least half, and by some measures as much as 91%, of the market. “The rules are set such that all roads lead back to Google,” Wood added.

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Google has described the online advertising industry as vibrant and competitive, callingthe government suit filed last yeara misguided attempt to pick winners and losers.

In its court filings, Google has argued the DOJ suit focuses too narrowly on website advertising. On Monday, Google accused DOJ of overstating the company’s marketshare based on excluding rivals such as Amazon, Meta, Microsoft and TikTok. Advertisers can choose whether to use Google’s tools, or rival tools, or even divert ad spend away from websites and to other formats and platforms that don’t involve Google’s ad tech, such as on Instagram or Netflix, Google has said.

Factoring in those other sources of competition drops Google’s share of the ad exchange market from 34% to 17%, said Dunn, Google’s attorney. And if Google is broken up, she warned, it will only benefit other Big Tech giants.

“As apps become more important to digital content providers,” Googlewrote in a pre-trial filing, “the amount of inventory they sell through apps, and ad tech spending to manage that inventory, increases.”

Both sides gave opening statements on a clear, sunny day at the US District Court for the Eastern District of Virginia. Sitting on the dais was Brinkema, who listened quietly except to ask a rare follow-up question or to hurry things along. A Clinton appointee, Brinkema is a former Justice Department attorney who, as a judge, has also presided over numerous terrorism- and immigration-related cases.

During the Google case, Brinkema has made clear her preference for efficiency. When the Justice Department asked for a 10-week trial, she pushed for six. And on Monday, when a Google attorney kept trying to ask the same question of a witness two different ways, she interjected: “I’m going to sustain the objection before I even hear it. Let’s move it along.”

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For its part, Google has argued in its filings that the price of advertising continues to fall industry-wide and that its own market share in the display advertising market has been “steadily declining since 2013.”

It’s not certain what specific penalties Google could face if Brinkema ultimately agrees with the DOJ. The trial beginning Monday is merely a first step to determine whether Google broke the law. Still, a breakup of Google’s ad tech business could potentially trigger a shakeup of the digital advertising industry and Google’s role within it.

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