Google’s second antitrust trial to begin soon, could help to reshape the future of online ads: All the details

Google

After losing a landmark antitrust case earlier this year, Google is set to face trial against the US administration’s Department of Justice (DoJ) from Monday, September 9. The department has challenged the internet giant's advertising practices. Prosecutors argue that Google's monetization strategies unfairly harm the advertising industry and the case is a part of the US President Joe Biden’s broader push to regulate Big Tech using antitrust laws.

The DoJ and a coalition of states have asserted that Google built and maintains a monopoly over the technology that matches online publishers to advertisers. Dominance over this advertising software on both the buyer’s side and seller’s side of the transaction enables Google to keep as much as 36 cents on the dollar when it brokers advertising deals on its platforms.

This trial over the alleged advertisement tech monopoly begins Monday in Alexandria, Virginia. It was initially going to be a jury trial only, but Google has now forced a bench trial. The trial comes just a month after Google suffered a defeat in a high-stakes federal antitrust case, again brought by the DOJ during former President Donald Trump’s administration.

Moreover, Google is accused of Unfairly bundling its tools for publishers and advertisers. The department also argues that Google's dominance in these areas has harmed competition and journalism.

Commenting on these claims, Google has dismissed these allegations of charging excessive advertising fees compared to its competitors. The company argues that its integrated advertisement ensures faster ad and webpage loading times and enhances security.

The trial, which is expected to last several weeks, rigidly adheres to traditional practices, including resistance to the use of any type of advanced technology in the courtroom. Cellphones or smartphones are banned from the courthouse, with lawyers making a plea to have more than the two computers each side.