‘Are my selfish desires more worthy than Google's selfish desires?’: Experts on Google vs DOJ antitrust trial
Excerpt shared from Performance Marketing World's 'Are my selfish desires more worthy than Google's selfish desires?’: Experts on Google vs DOJ antitrust trial':
Google and the US Department of Justice (DOJ) have officially concluded a two-week remedies trial over the tech giant’s illegal online advertising monopoly. The court will now deliberate if Google must open-source parts of its adtech systems or face other structural remedies. Closing arguments are scheduled for November 2025 and a ruling is expected in early 2026.
The DOJ is seeking structural remedies and pushing for a divestiture of Google Ad Manager while Google argues that breaking up integrated tools could have wider consequences and instead proposed to build on Ad Manager’s interoperability and allow publishers to use third-party tools to access Google’s advertiser bids in real-time.
A breakup of Google could potentially reshape the entire digital advertising landscape and have major implications on future big tech regulations. Industry experts spoke to PMW about exactly what should be done.
‘I really wouldn't be surprised if Google already has five or six products ready to replace any they may lose’
David Nelson, Co-founder and CEO, Limelight Inc., said:
"It’s really quite incredible that Google, the company that wrestled search dominance from Yahoo by not including ads, is now in this position. Really, it is a hero-to-zero transition. But I think that part of our human condition is sometimes to drag down greatness.
“I personally believe that Google has had huge success in the ad business by being good at developing products fast. Yes, it’s become clear that because of the success of those products and their strict controls around how they integrate with the wider infrastructure, they have developed a very large market dominance. It’s also clear that they made decisions which benefited Google while disenfranchising other companies. But at that same time, it makes for a great "how to grow your business" roadmap.
“I do find it a little odd that we critique a company for building great products, taking them to market well and growing a really successful business. After all, the complaints from industry by and large are coming from large businesses that have their very own similar policies. Is it not fair then, because they are not as big as Google? On the other hand, I'm as keen now as everyone else to jump on the bash Google bus!
“Yes, it would be much better for the rest of us if the world of ADX and GAM were more accessible. But are my selfish desires more worthy than Google's selfish desires? I think probably not.
“I guess we will all naturally land on one side of that argument or the other. Google has, without question, been found to hold a monopoly and so some change is required. But it’s amusing that Google gets to negotiate that change itself. I don't think we should ignore their ability to squeeze out of this relatively unscathed.
“What is perhaps more interesting is the time this all takes. The antitrust world moves at a snail’s pace compared to product development. I really wouldn't be surprised if Google already has five or six products ready to replace any they may lose. Perhaps this tech superiority is where Google holds the most power."
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