DOJ vs. Google: Can the digital media industry learn from the last 15 years?

Lawyers for the Department of Justice are preparing to close their case in the ongoing Google trial, which could potentially result in a breakup of its $307 billion per year online ad empire. Meanwhile, Google’s defense team attempts to seize the narrative next week.

However, before the trial enters its final furlong, it’s worth appraising what was revealed in the last two weeks when almost 30 witnesses took to the stand, and thousands of documents were admitted into evidence.

The appetite of Google’s critics has been wetted as multiple disclosures would (seemingly) support the notion that at a corporate level, Alphabet-owned Google has been operating a trifecta of overlapping monopolies: ad exchanges (supported by its ad server), ad networks, and search. 

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