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Will Google’s defense hold up against DOJ antitrust claims?

Google concluded its defense in the Department of Justice’s lawsuit over its advertising technology, making its case for why the DOJ’s claims miss the mark.

Even though Nobel Prize-winning economist Paul Milgrom provided supportive testimonies, it’s still easy to see that Google’s testimony could have gaps.

Here are my favorite ones: 

1. “Duty to deal” argument

2. Narrow market definition

3. Defunct practices

4. Self-serving justifications for integration

5. Control over the ad ecosystem

6. Competitive landscape

7. Impact on consumers

Google’s unknown fate

While Google is fixed on these defenses and seems fully convinced that it isn’t a monopoly, the DOJ may still successfully argue that Google’s practices – especially in narrow markets like open web display ads – have anti-competitive effects.

The case hinges on how well the DOJ can demonstrate that Google’s past and current actions create barriers to entry, limit competition and ultimately harm consumers or the market.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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