Anti-trust trial exposes Google's strategy to 'crush' rivals

In a 2009 internal meeting, a Google executive expressed a clear goal: to "crush" rival advertising networks and establish Google as the dominant force in the digital advertising market. This revelation, presented as evidence in the ongoing antitrust trial against Google, highlights the company's alleged aggressive tactics to maintain its market dominance, per a Reuters report.

The US Department of Justice accuses Google of monopolizing markets for publisher ad servers, advertiser ad networks, and ad exchanges.

https://www.adgully.com/google-s-ad-empire-under-fire-landmark-antitrust-trial-begins-150260.html

The department argues that Google's strategic acquisitions and internal policies were designed to limit competition and give the company an unfair advantage.

David Rosenblatt, Google's former president of display advertising, made the statement while discussing the company's strategy for its then-fledgling online ad business. Rosenblatt, who joined Google after the acquisition of his company DoubleClick, emphasized the benefits of having control over the entire advertising ecosystem, from the publisher side to the advertiser side.

Google denies these allegations, claiming that it faces intense competition from other tech giants. The company argues that it offers a comprehensive suite of advertising tools and services, similar to competitors like Amazon, Microsoft, and Meta Platforms.
If found guilty, Google could face significant penalties, including forced divestitures of certain business units. (It may be required to sell off Google Ad Manager, a platform that includes its publisher ad server and ad exchange.) The outcome of the trial will have far-reaching implications for the future of digital advertising and the balance of power in the tech industry.
The trial continues, with the US District Judge Leonie Brinkema considering the evidence presented.

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