Opinion: Google bought DoubleClick and we let it happen
Sure, Google's apparent violation of the long-standingmight seem dry and have little to do with consumers, but Google's vice-like control of the ad tech business, including display, the auction that fills those ad spaces, the relationships with advertisers,Atop that 2007 New York Times article is what we call a banner ad. It's served by, as billions of other online ads are, Google. The way you can tell is by the little triangle and"x" in the upper right corner.
As Google was buying the already successful platform, DoubleClick was just about to launch its ad exchange, a sort of Nasdaq-like stock exchange for ad inventory. This automated even more of the ad inventory sale process and when Google did launch the technology, it gave the search giant even greater control of the online ad market.
Alleged in the antitrust charges is that Google engaged in exclusionary acts, locked content creators into its platform, manipulated the auctions they used to fill ad inventory, and blocked customers from using rival technologies.
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