Google’s in the middle of its antitrust case in just as many months, after it lost a landmark trial in August over anticompetitive search practices. This time around, the DOJ is claiming Google has another illegal monopoly in the online advertising market. Verge senior policy reporter Lauren Feiner has been on the ground at the courthouse to hear testimony from news publishers, advertising experts, and Google executives to make sense of it — and, ultimately, to see whether a federal judge hands the company another antitrust defeat. Links: Google and DOJ return for round two of their antitrust fight | The Verge Judge rules that Google ‘is a monopolist’ in US antitrust case | The Verge In US v. Google, YouTube’s CEO defends the Google way The Verge Google and the DOJ’s ad tech fight is all about control | The Verge How Google altered a deal with publishers who couldn’t say no | The Verge Google dominates online ads, says antitrust trial witness, but publishers are feeling ‘stuck’ | The Verge US considers a rare antitrust move: breaking up Google | Bloomberg This deal helped turn Google into an ad powerhouse. Is that a problem? | NYT Credits: Decoder is a production of The Verge and part of the Vox Media Podcast Network. Our producers are Kate Cox and Nick Statt. Our editor is Callie Wright. Our supervising producer is Liam James. The Decoder music is by Breakmaster Cylinder. Learn more about your ad choices. Visit podcastchoices.com/adchoices
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Hello and welcome to Decoder. I'm Neil I. Patel, editor-in-chief of The Verge, and Decoder is my show about big ideas and other problems. Today, we're talking about the big Google antitrust trial that's currently taking place in a federal courthouse. No, not the one you're thinking of. It's the second Google antitrust case in just as many months.
The company lost a landmark case in August in which a court ruled that it had an illegal monopoly in search. This time around, the Department of Justice is claiming that Google has another illegal monopoly in the online advertising market. Unlike the search case, the ads case is both extremely complicated and somewhat harder to see.
We all use search all day, and we're surrounded by online ads all day. But while it's easy to talk about search, no one really wants to think about how the ads get there or how much they really cost.
And there's added complexity here because of the intricate relationship between Google's ad products and its search engine, which afforded Google the scale and resources and quite honestly cash flow to grow far faster than its competition. especially through aggressive acquisitions.
See, while Google figured out how to put ads on the search results page all by itself, it had to acquire its expertise in many of the other forms of online advertising like display and video ads by buying competitors.
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