It may seem strange that a corner of the advertising business—almost a side-hustle for Google—will be the locus of an epic court battle. But antitrust cases often hinge on obscure details or arguments
More than a century later, American trustbusters are preparing for battle with another giant in a network industry. In January the Department of Justice set out a 155-page complaint against Google for monopolising digital advertising on exchanges. It alleges that Google used strong-arm tactics to lock up the ad-tech business.
In a case such as this, the best initial question is a straightforward one: where is the choke point? Microsoft was accused of tying Windows, the dominant operating system for desktop computers, to Internet Explorer in a manner that sought to exclude Netscape and others from the market for web browsers. Windows was the choke point, just as the bridge to St Louis was in the railroad case. The charge against Google is more complex, or at least the story is one that is harder to tell.
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