In the trial, Google will brush this request as a severe excess, claiming that little or even any, companies would have the resources to buy and manage products. Last year, an advertising consultant estimated that the Google advertising empire could be worth up to $ 95 billion, most likely too big to sell. However, Google was also skeptical about Chrome, and representatives of other companies said throughout the search for research they would love to buy the Google browser.
A difficult battle
After losing three antitrust cases in just a few years, Google will find it difficult to convince the judge that he is able to return a new sheet with light remedies. An MJ lawyer told court that Google was a “recurrent monopoly” which has a plinth scheme of its legal obligations. However, Google is looking for mercy in case. We expect to get more details on the remedies offered by Google as the next test approaches, but it has already offered an overview of today’s audience.
Google suggests putting a smaller subset of advertising data and putting an end to the use of certain pricing patterns, including unified prices, which the Court deemed anti-competitive. Google has also promised not to re -implement abandoned practices as “Last Look”, which gave the company a chance to outbid its competitors at the last moment. This was presented in a good place in the case of the doj, although Google ended the practice several years ago.
To ensure that he adheres to the remedies, Google suggested that an instructor appointed by the Tribunal audit the process. However, Brinkema did not seem impressed by this proposal.
As in her other cases, Google says that she plans to call on the verdict, but before doing so, the remedies phase must be finished. Even if he can take a break from the remedies for the appeal, the decision could be a blow for the confidence of investors. Thus, Google will do everything it can to avoid the worst case, based on the existence of competing advertisers like Meta and Tiktok to show that the market is always competitive.
Like the research case, Google will not face great development during the summer, but this fall could be difficult. The judge Amit Mehta will most likely reign over the remedies of search in August, and the case of the Ad Tech remedies will begin the following month. Google also has the Play Store housing suspended above its head. He lost the first round, but the company hopes to prevail when the case starts again, probably at the end of 2025.
