ALEXANDRIA, Va. — Federal regulators who state Google holds an prohibited monopoly over the innovation that matches online marketers to publishers are significantly ignoring the competitors the tech giant dealswith, an specialist employed by Google affirmed Thursday.
Mark Israel, an economicexpert who ready an specialist report on Google’s behalf, stated the federalgovernment’s declares that Google holds a monopoly over marketing innovation are incorrectly focused on a narrow market the federalgovernment specifies as “open web screen marketing,” basically the rectangle-shaped advertisements that appear on the leading and along the right hand side of a web page when a customer searches the web on a desktop computersystem.
But the federalgovernment’s case stopsworking to account for a range of competitors that takesplace beyond those rectangle-shaped boxes, Israel stated. In the genuine world, marketers have drastically moved where they invest cash to social media business like Facebook and TikTok, and online merchants like Amazon.
When you account for all online screen marketing, not simply the narrow sector specified by the federalgovernment’s case, Google gets simply 10% of the U.S. market share as of 2022, he stated. That’s down from approximately 15% a years earlier.
In addition, marketers have moved away from positioning their advertisements on the screens of desktop and laptopcomputer computersystems where Google is declared to control the market, with cash moving to advertisements put on apps and mobile gadget screens. Israel pointedout marketing information proving displayscreen advertisement costs on desktop and laptopcomputer gadgets has reduced from 71% in 2013 to 17% in2022
The federalgovernment’s case “seems to missouton where the competitors is today,” Israel stated.
His testament comes as Google covers up its defense in the 3rd week of an antitrust trial that started earlier this month in Alexandria, Virginia. U.S. District Judge Leonie Brinkema has stated she anticipates the federalgovernment will put on a brief rebuttal case Friday.