Google willing to share digital ad data with publishers to address monopoly, executive testifies

Google’s Glenn Berntson, an engineering director for Google Ad Manager, testified in a high-stakes antitrust trial that Google is considering sharing more advertising data with publishers to address concerns about its monopoly over digital advertising technology. The potential remedy was discussed during cross-examination by the Justice Department’s attorneys.

The Department of Justice has proposed that Google should divest its key ad exchange, AdX, to restore fair competition. However, Google is looking for alternative solutions to avoid a forced breakup of its digital advertising empire.

Jason Kint, CEO of Digital Content Next, believes that any remedy short of divestiture is not sufficient. He argued that the remedies presented by the Department of Justice would effectively address Google’s illegal conduct and prevent re-monopolization in the future.

US District Judge Leonie Brinkema ruled in April that Google violated the Sherman Act by dominating the online publisher ad server and ad-exchange markets. To address transparency concerns, Google could share detailed insights on its ad server’s auction process with publishers.

While the DOJ has suggested making the auction process more transparent, Berntson mentioned that simply releasing source code may not be helpful. Instead, Google could provide a breakdown explaining its digital auction process.

News publishers and critics have long complained about the lack of transparency in Google’s ad sales auction process. The trial’s remedy phase is expected to conclude soon, with Google planning to appeal the ruling that it has a monopoly in digital advertising.

Google’s CEO Sundar Pichai and his legal team argue that forced divestiture could disrupt businesses relying on the ad tech system. Instead of a breakup, Google is exploring ways to make its tools more user-friendly and compatible with third-party tools.

Last year, Google considered selling part of its ad business, according to testimony from Google advertising executive Tim Craycroft. The outcome of the case poses a potential threat to Google, as it navigates antitrust challenges in both its online search and digital advertising businesses.

In a separate antitrust case targeting its online search business, Google was required to share more search data with rivals, rather than being forced to sell off its Chrome web browser.