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Google Faces Antitrust Trial Over Online Advertising Monopoly
Alphabet Inc., the parent company of Google, will defend itself in a trial against all of the U.S. Justice Department’s allegations of monopolistic practices in online advertising technology. This follows a decision by a federal judge to reject Google's request for summary judgment, which aimed to resolve the case without going to trial.
During a hearing in Alexandria, Virginia, U.S. District Judge Leonie M. Brinkema stated, “We’re going to let this go to trial” in September, emphasizing that there are “way too many facts in dispute.” Google had argued that antitrust enforcers failed to demonstrate that the company controls at least 70% of the market for display advertising on the open web, and therefore, it does not qualify as a monopoly. It’s common for companies facing antitrust lawsuits to seek ways to avoid or narrow the issues that will be presented at trial.
Antitrust Claims and Previous Legal Strategies
This antitrust suit is one of two major cases the Justice Department has brought against Google. In a parallel case concerning Google’s search business, the company successfully convinced a judge to dismiss some claims brought by state attorneys general before the trial took place last fall.
In the current lawsuit, filed last year, the Justice Department accused Google of monopolizing the market for advertising technology used to buy, sell, and serve video and display ads online. The department sought a jury trial and requested damages on behalf of federal government agencies that had purchased online ads. However, Judge Brinkema recently ruled that the upcoming case will proceed as a bench trial — without a jury — after Google paid $2.3 million to cover the government’s alleged damages via a cashier’s check.
Recent Court Decisions
At the recent hearing, Judge Brinkema also disqualified one of Google's experts from testifying in the September trial, citing that his testimony was not “necessary or relevant” to the case. This move further shapes the courtroom landscape as the trial date approaches.
As it stands, Google will now prepare to address the full scope of the Justice Department's claims in a trial, marking a significant chapter in its ongoing battles with antitrust regulators.
