{"id":20968,"date":"2025-11-21T15:18:36","date_gmt":"2025-11-21T15:18:36","guid":{"rendered":"https:\/\/scannn.com\/court-testimony-highlights-the-risk-and-disruption-of-the-dojs-ad-tech-proposals\/"},"modified":"2025-11-21T15:18:36","modified_gmt":"2025-11-21T15:18:36","slug":"court-testimony-highlights-the-risk-and-disruption-of-the-dojs-ad-tech-proposals","status":"publish","type":"post","link":"https:\/\/scannn.com\/lv\/court-testimony-highlights-the-risk-and-disruption-of-the-dojs-ad-tech-proposals\/","title":{"rendered":"Court testimony highlights the risk and disruption of the DOJ's ad tech proposals"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p data-block-key=\"kl6pd\">The remedies trial in the U.S. Department of Justice\u2019s case about our ad tech business concludes today. Testimony showed that the DOJ\u2019s proposal to break up Google Ad Manager is unworkable and would create significant uncertainty and disruption for advertisers and publishers. By contrast, our proposals directly responded to the Court\u2019s ruling without making it harder and more expensive for small businesses to reach consumers and grow.<\/p>\n<p data-block-key=\"e2avo\">Here\u2019s a look at some testimony and comments from a range of independent companies:<\/p>\n<h3 data-block-key=\"e3tg1\">Tailored, behavioral changes are workable and address the court\u2019s findings.<\/h3>\n<p data-block-key=\"cc0qv\">Even witnesses called by the DOJ acknowledged that Google\u2019s proposal would address the Court\u2019s concerns:<\/p>\n<ul>\n<li data-block-key=\"7scru\">James Avery, CEO of rival ad server Kevel, testified that a direct, non-preferential connection to Google\u2019s exchange would \u201cresolve [the] concerns in this case.\u201d<\/li>\n<li data-block-key=\"5jl89\">DOJ\u2019s lead economist, Professor Robin Lee, admitted that divestiture would not be needed if behavioral remedies were well-crafted and enforced.<\/li>\n<\/ul>\n<h3 data-block-key=\"eair7\">The DOJ\u2019s proposal won\u2019t work.<\/h3>\n<p data-block-key=\"35qj7\">The DOJ\u2019s proposal to force a divestiture of Google Ad Manager would require a massive technical undertaking that a range of experts testified simply wouldn\u2019t work.<\/p>\n<ul>\n<li data-block-key=\"aqdv2\">Google expert Professor Jason Nieh called a proposed breakup a \u201chighly complicated software engineering undertaking, with\u2026 no guarantee of success.\u201d<\/li>\n<li data-block-key=\"6agn3\">Ad Manager\u2019s director of engineering, Glenn Bernston, added that \u201cIt makes no sense. One can build it, but it won&#8217;t work.\u201d<\/li>\n<\/ul>\n<h3 data-block-key=\"2o4mh\">DOJ\u2019s proposal will cause uncertainty and disruption for publishers and advertisers, disproportionately impacting American businesses.<\/h3>\n<p data-block-key=\"10ijn\">Trial testimony and independent parties confirmed that the DOJ\u2019s proposals would significantly hurt small businesses that use our ad tech tools to reach customers and monetize their content.<\/p>\n<ul>\n<li data-block-key=\"5i5gf\">Jeff Taxdahl, founder of Thread Logic, small-business owner, highlighted the issues with divestiture: \u201cIf Google\u2019s ad tech tools are broken, it\u2019s not clear what will take their place. A fragmented system would lack Google\u2019s reach and efficiency, so we\u2019d have to spend far more time managing multiple ad and analytics platforms. Our ads would be more expensive \u2014 but less effective. That\u2019s a one-two punch for America\u2019s businesses.\u201d<\/li>\n<li data-block-key=\"bm1tr\">wikiHow CEO Elizabeth Douglas told the Court: \u201cI\u2019m here today because I\u2019m worried for my business\u2026 we require the revenue that we get from our advertising to innovate and to run our business and it scares me to think that it is going to potentially be changing.\u201d She also shared that \u201cthere&#8217;s just no SSP that I trust as much as Google, in particular with the consistency that Google pays us every month and supports us with our problems.\u201d<\/li>\n<li data-block-key=\"2jqjj\">Pinterest CEO Bill Ready explained why breaking Google won\u2019t fix the ad market: \u201ca new owner with different incentives\u2014especially one dominant on the buy side or an AI platform optimizing for unknown objectives\u2014could recreate the same dynamics in a new form. And holding that successor accountable could take years.\u201d<\/li>\n<\/ul>\n<p data-block-key=\"2m68t\">We&#8217;ve said from the beginning that the DOJ&#8217;s case ignores immense competition and dynamism of the ad tech market. Ravi Goel, CEO of PubMatic, echoed this at trial, saying ad tech \u201cevolves at a very high pace \u2026 a relentless pace of change.\u201d We&#8217;ll continue to advocate for a resolution that addresses the Court&#8217;s concerns without stifling the growth of American businesses that choose to use our tools to grow.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/blog.google\/outreach-initiatives\/public-policy\/court-testimony-risk-disruption-doj-proposals\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The remedies trial in the U.S. Department of Justice\u2019s case about our ad tech business concludes today. Testimony showed that the DOJ\u2019s proposal to break up Google Ad Manager is unworkable and would create significant uncertainty and disruption for advertisers and publishers. By contrast, our proposals directly responded to the Court\u2019s ruling without making it [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20969,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-20968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google"],"_links":{"self":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/20968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/comments?post=20968"}],"version-history":[{"count":0,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/20968\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media\/20969"}],"wp:attachment":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media?parent=20968"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/categories?post=20968"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/tags?post=20968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}