As Google’s high-stakes antitrust trial enters its first week, the CEO of a major competitor has urged for a significant restructuring of the tech giant’s business. The trial, initiated by the U.S. Department of Justice (DOJ) along with 17 state attorneys general, accuses Google of monopolistic practices in the digital advertising market. The case centers on allegations that Google used a combination of acquisitions and anti-competitive tactics to dominate the ad tech landscape.
Jeff Green, CEO of The Trade Desk, emphasized the need for Google to divest parts of its ad tech operations. He argued that Google’s extensive control over various facets of the ad market—ranging from ad sales tools for publishers to ad purchasing software and the ad exchange itself—creates an unfair advantage. Green suggested that Google should be required to relinquish at least one of these roles to address the conflict of interest inherent in its current structure.
Green proposed that a likely outcome of the trial could involve Google spinning off its ad exchange, AdX, which he described as the least profitable segment of its business. He also speculated that Google might opt to focus solely on monetizing its own platforms, such as Google.com and YouTube, rather than representing third-party publishers. However, he noted that unwinding Google’s integration of its DoubleClick for Publishers ad server, acquired in 2008, would be a complex task due to its deep integration with Google’s broader ad tech infrastructure.
Despite his critical stance, Green expressed optimism about the future of the ad-funded internet. He pointed out that regulatory scrutiny from various global bodies, including the UK’s Competition and Markets Authority (CMA), suggests ongoing oversight of Google’s practices. The CMA has provisionally concluded that Google has abused its dominant position in the ad tech sector, although Google disputes these findings.
The trial’s outcome could have far-reaching implications for Google’s business operations and the broader digital advertising ecosystem.
