Judith Chevalier, a professor of finance and economics at Yale College, informed the courtroom that utilizing Google instruments takes a decrease share of publishers’ income, and that on common it’s “cheaper to make use of Google-to-Google than utilizing third-party-to-third-party” instruments for connecting publishers and advertisers, Mulholland wrote.
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CheckMyAds famous {that a} chart introduced by Chevalier confirmed that Google Advertisements was the one shopping for instrument that related with Google Advert Trade, a reality DOJ famous in its cross-examination. The combination of Google’s completely different advert applied sciences and the dearth of openness to rivals is one parts of the DOJ’s case.
Mulholland didn’t namecheck any of the witnesses Google referred to as in its final two days of proof, however CheckMyAds had a lot to say about Mark Israel, an economics professional who, it got here out in questioning, has executed paid work for Google previously. He sought to point out that the marketplace for internet marketing is a single two-sided market and never the three separate markets (advert servers, advert networks, and advert exchanges) the DOJ says it’s.
