{"id":313297,"date":"2025-11-23T08:49:29","date_gmt":"2025-11-23T08:49:29","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/closing-arguments-are-done-in-the-us-v-google-ad-tech-case\/"},"modified":"2025-11-23T08:49:29","modified_gmt":"2025-11-23T08:49:29","slug":"closing-arguments-are-done-in-the-us-v-google-ad-tech-case","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=313297","title":{"rendered":"Closing Arguments Are Done In The US v. Google Ad Tech Case"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div xmlns:default=\"http:\/\/www.w3.org\/2000\/svg\">\n<p>The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google\u2019s sell-side ad tech business.<\/p>\n<p>On Friday, both sides presented their closing arguments and fielded final questions from Judge Leonie Brinkema of the US District Court for the Eastern District of Virginia.<\/p>\n<p>Even she can\u2019t believe this odyssey is nearly over.<\/p>\n<p>\u201cI\u2019m not sure it\u2019s the last set of arguments,\u201d Judge Brinkema joked to start the day.<span id=\"more-447472\"\/>        <!-- \/987\/AdExchanger\/AdExWeb600x300 --><br \/>\n        <!-- [Ad Widget Id: ai_ad_widget-7 | Sidebar: ai-ad-in-content-slot] --><\/p>\n<p><!-- end [Ad Widget Id: ai_ad_widget-7 | Sidebar: ai-ad-in-content-slot] -->        <\/p>\n<div class=\"adex-ad-text\">\n            <img decoding=\"async\" alt=\"\" class=\"alignnone\" src=\"https:\/\/www.adexchanger.com\/wp-content\/uploads\/2018\/04\/advertisement2.png\"\/>\n        <\/div>\n<p><strong>Closing time<\/strong><\/p>\n<p>Neither set of closing arguments contained any major surprises.<\/p>\n<p>The DOJ and Google outlined positions they\u2019d already firmly established <a href=\"https:\/\/www.adexchanger.com\/platforms\/doj-v-google-how-judge-brinkema-seems-to-be-thinking-after-week-one\/\" data-wpel-link=\"internal\">during the remedy trial phase<\/a> in September. The DOJ maintains that a structural remedy is required, rather than just behavioral requirements that would impose policy changes but leave Google potential leeway to undermine the ruling\u2019s impact.<\/p>\n<p>From Google\u2019s perspective, the DOJ\u2019s argument \u201cis all about trust,\u201d said Karen Dunn, Google\u2019s lawyer. The DOJ\u2019s proposal, she argued, is filled with references to Google\u2019s \u201cimpulses\u201d and to how \u201ccreative minds\u201d at Google might find new ways to maintain monopoly control. In essence, she said, the DOJ\u2019s message is simply that Google can\u2019t be trusted.<\/p>\n<p>But has the DOJ proven that a full divestiture of AdX, Google\u2019s ad exchange, is necessary to return fair competition to the sell-side of the ad tech market?<\/p>\n<p>According to Google, no, obviously.<\/p>\n<p>Dunn contended that the DOJ\u2019s ambitious structural proposal falls short. During her hour and a half of arguments and rebuttals, she pointed repeatedly \u2013 roughly 20 times or more \u2013 to the Google Search antitrust trial, which <a href=\"https:\/\/www.adexchanger.com\/platforms\/judge-mehtas-remedies-for-googles-search-monopoly-wont-cure-what-ails-publishers\/\" data-wpel-link=\"internal\">publishers and ad tech execs<\/a> criticized for its light behavioral remedy approach.<\/p>\n<div class=\"p-3 shadow-offset-lg in-content-house\">\n    <a class=\"d-block float-end font-heading btn btn-sm btn-primary ms-2 text-bg-primary\" role=\"button\" href=\"https:\/\/www.adexchanger.com\/newsletter\/?utm_campaign=subscribe&amp;utm_medium=web&amp;utm_source=ad&amp;utm_term=house&amp;utm_content=subscribe\" data-wpel-link=\"internal\"><br \/>\n        Subscribe<br \/>\n        <default:svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" style=\"position: relative; top: -2px; right: -1px;\" width=\"16\" height=\"16\" fill=\"currentColor\" class=\"bi bi-arrow-right-circle\" viewbox=\"0 0 16 16\"><br \/>\n            <default:path fill-rule=\"evenodd\" d=\"M1 8a7 7 0 1 0 14 0A7 7 0 0 0 1 8zm15 0A8 8 0 1 1 0 8a8 8 0 0 1 16 0zM4.5 7.5a.5.5 0 0 0 0 1h5.793l-2.147 2.146a.5.5 0 0 0 .708.708l3-3a.5.5 0 0 0 0-.708l-3-3a.5.5 0 1 0-.708.708L10.293 7.5H4.5z\"\/><br \/>\n        <\/default:svg><br \/>\n    <\/a><\/p>\n<h3 class=\"fs-5\">AdExchanger Daily<\/h3>\n<p class=\"mb-0\">Get our editors\u2019 roundup delivered to your inbox every weekday.<\/p>\n<\/p><\/div>\n<p><strong>Trust (or the lack thereof)<\/strong><\/p>\n<p>To be fair, the DOJ does rest its case for divestiture at least in part on Google\u2019s untrustworthiness.<\/p>\n<p>The DOJ\u2019s lawyers argue that Google is a \u201crecidivist\u201d offender that will likely keep following its financial incentives, even when that means breaking the law or defying the spirit of a court order.<\/p>\n<p>For example, even if Google pinky swears not to favor its own pipeline between AdX and AdWords, it could still exclude Prebid demand by pointing to alleged inventory quality issues and brand safety standards.<\/p>\n<p>This raises key questions about whether Google can be trusted to act fairly when incentives are misaligned. Like, for instance, would Google send slower bids or responses to Prebid compared to its own pipeline if given the chance?<\/p>\n<p>The DOJ also highlighted that some of Google\u2019s apparent concessions \u2013 such as internal documents showing that Google execs seriously considered the prospect of an AdX divestiture and deemed it feasible \u2013 were \u201chard-won\u201d and that Google \u201cfought tooth and nail\u201d to keep them from being made public. Additionally, the DOJ noted that multiple judges have <a href=\"https:\/\/www.adexchanger.com\/daily-news-roundup\/wednesday-06122023\/\" data-wpel-link=\"internal\">severely rebuked Google<\/a> for its practice of deleting and suppressing damning evidence.<\/p>\n<p>Google \u201cwill test every word, every punctuation\u201d of a behavioral ruling, the DOJ warned, \u201cwhittling away\u201d at its actual application until the punishment is essentially nil.<\/p>\n<p><strong>Beyond trust<\/strong><\/p>\n<p>But even if the DOJ has successfully convinced Judge Brinkema that Google is untrustworthy, she must consider the practical challenges of setting behavioral remedies.<\/p>\n<p>During the DOJ\u2019s closing arguments, she noted that, putting aside a potential divestiture, behavioral requirements \u2013 like a potential mandate to integrate with Prebid for open web display inventory \u2013\u00a0could be implemented even while a likely appeal by Google is underway.<\/p>\n<p>\u201cMy concern is commercial reality,\u201d she said. Considering the pace of innovation in ad tech and the potential reshaping of internet advertising by AI, \u201chow quickly can any of this go into effect?\u201d she asked.<\/p>\n<p>\u201cTimelines can be deceiving,\u201d a DOJ attorney responded.<\/p>\n<p>If Google is arguably able to push its engineers to do the work required to realize its proposed remedies, there\u2019s no reason it can\u2019t do the same for the DOJ\u2019s proposal. And while a divestiture might seem like a bigger deal, the government believes that it\u2019s actually the \u201ccleaner, less risky solution\u201d because at least it offers a clean break from Google\u2019s control.<\/p>\n<p>By contrast, the DOJ said, behavioral remedies would mean ongoing litigation, with a court-appointed monitor constantly having to track how Google is testing the wording of the law and the court\u2019s willingness to enforce it.<\/p>\n<p>Still, Judge Brinkema seemed dubious of the DOJ\u2019s main contention and how to turn its broad call for a divestiture from something \u201cat an abstract level\u201d into a concrete ruling.<\/p>\n<p>For instance, she pointed out that the question of who might buy AdX remains uncertain. A potential buyer like Microsoft would itself trigger a separate antitrust review. There is no potential acquirer ready to take over AdX that doesn\u2019t come along with its own complications.<\/p>\n<p>Regardless, Judge Brinkema seems resigned to the unpleasant reality that this case will not end with a settlement but must be decided by a new ruling, which will inevitably be appealed and argued again.<\/p>\n<p>\u201cI could see a settlement\u201d that makes sense for this case, Judge Brinkema said. But with other \u201clooming settlements\u201d in <a href=\"https:\/\/www.adexchanger.com\/platforms\/pubmatic-is-suing-google-for-monopolistic-behavior-the-second-such-ssp-case\/\" data-wpel-link=\"internal\">big-money suits<\/a> being filed by practically every major ad tech company on the sell side, bridging the gap between the two sides seems unlikely.<\/p>\n<p>She and her team of clerks have already begun crafting a decision, she said, which she expects to release \u201cmaybe next year.\u201d<\/p>\n<p>Here\u2019s hoping.<\/p>\n<p>A DOJ attorney at one point during closing arguments referred to the need for quick and assertive action from the court, citing the giant bronze letters that span the building\u2019s fa\u00e7ade: \u201cJustice Delayed Is Justice Denied.\u201d<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google\u2019s sell-side ad tech business. On Friday, both sides presented their closing arguments and fielded final questions from Judge Leonie Brinkema of the US District Court for the Eastern District of Virginia. Even she can\u2019t believe [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":313298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[18483,18110,415,11737,31970,143113,4731,1531,143114,5107],"dealstore":[],"offerexpiration":[],"class_list":["post-313297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-antitrust","tag-arguments","tag-case","tag-closing","tag-doj","tag-doj-v-google","tag-featured","tag-google","tag-leonie-brinkema","tag-tech"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Closing Arguments Are Done In The US v. 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