Next week (Sept. 9) marks the beginning of one of the most pivotal antitrust trials in U.S. history, a case that could send shockwaves through the ad industry. Central to the trial is an investigation into whether Google’s business practices and corporate culture have been skirting the rules of fair competition.
Here’s a rundown of the key points and potential implications:
First, some background
In 2023, the Department of Justice, joined by several state attorneys general, filed a civil antitrust suit against Google, accusing the company of monopolizing the digital ad market. If this sounds familiar, it’s because the DOJ has also filed a separate antitrust suit against Google, targeting its dominance in the search business.
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