Expert says Google’s competition is underestimated, Google, antitrust law, competition, online advertising, Facebook, digital advertising, mobile advertising

The U.S. government’s claim centers on Google’s alleged monopoly on “open online display advertising,” which includes rectangular ads displayed on desktop websites. However, expert Mark Israel argued that this definition is too narrow and does not take into account broader competition in online advertising, including major players such as Facebook, TikTok and Amazon.

Changing advertising trends

Israel noted that advertisers are increasingly shifting their spending from desktop ads, where the government says Google dominates, to social media platforms and mobile apps. He cited data showing that advertising spend on desktops and laptops has dropped from 71% in 2013 to just 17% in 2022.

As a result, Google’s share of the U.S. online advertising market has fallen to 10% in 2022, down from 15% a decade ago, he said.

Google’s impact on defense and revenue

Google says Google’s integrated advertising technologies deliver greater value to both publishers and advertisers. Israel presented data suggesting that publishers using Google services earn more revenue per advertising space, while advertisers pay less per click.

He also disputed the government’s claim that Google charges 36 cents for every dollar spent on advertising, stating that the number has dropped to 31% or 32%, with average competitor rates as high as 42%.

The trial in Virginia is nearing completion, with closing arguments expected in December. This case is separate from another government lawsuit over Google’s search engine monopoly, which is currently awaiting remedies that could include restricting Google’s business practices or forcing a divestment of the company.