🎧 Listen: In today's episode of The Journal podcast, MilesKruppa discusses the Justice Department's case against Google as it seeks to break up part of the tech giant’s digital advertising business
This transcript was prepared by a transcription service. This version may not be in its final form and may be updated.
Jonathan Kanter: A Google employee characterized Google's ad exchange, "an authoritarian intermediary" and "overcharging advertisers." "Our goal should be all or nothing, use Google's ad exchange or don't get access to our advertiser demand." Google executive detailed, the company's steps to "dry out" rivals.
Miles Kruppa: By adding this inventory from other websites around the internet, Google was starting to position itself as this massive inventory beyond its own properties of advertising opportunities for big companies. The lawsuit basically says the Google was trying to build this empire in a way that they could both command a large advertising base and also sell that access to online publishers.Miles Kruppa: They did.
Miles Kruppa: There are a few different reasons why companies acquire other companies, and especially in tech. It often comes down to, you want to acquire some novel technology. One of the other reasons you buy a company is because they've built up a loyal customer base, and according to the quotes that the DOJ surface, that also doesn't appear to be the case.
Jonathan Kanter: In late 2016, a Google digital advertising executive asked the following question in an internal email exchange, "Is there a deeper issue with us owning the platform, the exchange, and the huge network? The analogy would be if Goldman or Citibank own the New York Stock Exchange." Miles Kruppa: Google actually introduced its own solution called Open Bidding to try to give publishers within the tools. Google was offering a bit more choice in seeing the different bids coming from other exchanges.
Miles Kruppa: I think after the acquisition of DoubleClick went through, we've now seen how Google has used that acquisition and the other purchases it's made to tie together this really powerful system. But in recent years, you've seen academics rivals in the advertising technology industry start to call out some of the practices that the DOJ is now pointing to at Google.
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