
Judith Chevalier, a professor of finance and economics at Yale College, instructed the courtroom that utilizing Google instruments takes a decrease share of publishers’ income, and that on common it’s “inexpensive 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 offered by Chevalier confirmed that Google Advertisements was the one shopping for device that related with Google Advert Trade, a truth DOJ famous in its cross-examination. The combination of Google’s totally 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 known 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 performed paid work for Google up to now. He sought to point out that the marketplace for internet advertising is a single two-sided market and never the three separate markets (advert servers, advert networks, and advert exchanges) the DOJ says it’s.