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by eoo
1701 days ago
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I think this will potentially be the lawsuit of the year. Really interesting read. A lot of the monopoly advantages seem to focus on AdX. I wonder if demanding that Google shall not participate in the ad exchange business could slowly open up competition in all the other markets... For example, they were concerned that header bidding would make AdX fees go down to 5% instead of 22%, thus they used their advantage in the ad server market to stifle this (plus the FB deal). They are able to do this because they control both markets and can modify the data protocols between these two pieces. Same applies to scrambling IDs (ad servers and display markets) |
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