Expert Testifies on Google's Advertising Monopoly Case

In a significant antitrust trial, economist Mark Israel, testifying for Google, argued that the government's claims of Google's monopoly over online advertising technology are overly narrow, focusing primarily on 'open web display advertising'. Israel contended that the market has evolved, with advertisers increasingly shifting their budgets to platforms like Facebook, TikTok, and Amazon, resulting in Google holding only 10% of the U.S. market share as of 2022, down from 15% a decade ago. He emphasized that advertising expenditures on desktop and laptop devices have drastically decreased from 71% in 2013 to just 17% in 2022. This shift towards mobile and app-based advertising, he argued, is not reflected in the government's case, which he said is outdated. The trial is currently in its third week, with closing arguments expected in December. U.S. District Judge Leonie Brinkema will rule on the case by the end of the year.