Google Trial Ends, Execs Emboldened To Speak Outside Courtroom
- by Laurie Sullivan @lauriesullivan, September 27, 2024
The Google and Department of Justice (DOJ) trial wrapped up this week, as both attempted to prove several things ahead of closing arguments scheduled for November, just before Thanksgiving.
There were expected and unexpected consquences from the trial. The expected began with the DOJ alleging Google engages in anticompetitive behavior and monopolistic practices in three markets of the ad-technology sector connected to “open web display advertising” -- publisher ad servers, advertiser ad networks, and ad exchanges.
It rested the case after weeks of sharing hours of expert testimony and introducing into evidence endless quotable emails from Google executives describing their views on the company’s position in the advertising ecosystem.
"We'll be able to crush the other networks and that's our goal," said David Rosenblatt, Google's former president of display advertising, describing the company's strategy. The notes were cited in court.
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Google argued that it faces plenty of competition and its business decisions, which the DOJ has characterized as anticompetitive, are intended to create a safer ecosystem for its users -- competition from other companies Microsoft Advertising and increasingly from TikTok and other tech companies building an ad business like The Trade Desk.
Then, as the trial ended, the unexpected happen. Executives began willingly speaking out and sharing their views on a variety of companies they beleive to have followed in Google's steps.
Lotame Founder Andy Monfried shared an interesting point on X, identifying a "weird evolution" in the ad-tech industry. He said that during the past decade Trade Desk executives have positioned the company as the alternative or "the good guys" when it comes to building a business and delivering value for brands and agencies, in programmatic ad technology -- specifically as an alternative to Google.
A core thesis, while building an empire, has been for The Trade Desk to tout they are the "anti-Google" -- meaning the "good guys" that will do things differently, and always defer to the ethical and transparent way of doing business on behalf of clients, Monfried wrote.
Unfortunately, Monfried wrote, "they became what they preached" and eventually became the "new industry bully."
Monfried called The Trade Desk the "new Google" that has begun to throw its "muscle and weight around in a manner that hurts competition, negatively impacts the market" in an to own the chain of events around addressability, enrichment and connectivity.
"I just hope they realize that their ascent to the most dominant player in our industry comes with a realization that Google never had," he wrote. "A rising tide lifts many boats (when you become the biggest) -- and not simply, 'lets crush and own the entire data and media' chain of programmatic advertising."
An executive at The Trade Desk said the company strictly serves advertisers, not all sides of the ad supply chain.
"Such characterizations don’t reflect The Trade Desk’s mission or business," Melinda Zurich, GM of communications at the company, told MediaPost. "The Trade Desk has long stood for supply path integrity and a level playing field for our advertiser clients. Those principles, plus our commitment to never own media, will always underpin our business."
