ALEXANDRIA, Virginia : News Corp explored switching away from Google's advertising tools in 2017 but estimated that doing so would lose the Wall Street Journal publisher at least $9 million in ad revenue, a former executive testified on Tuesday at Google's antitrust trial in Virginia.
FILE PHOTO: Google lead attorney Karen Dunn speaks with a colleague outside the courthouse, as opening arguments began in Google's second antitrust case, where the U.S. Justice Department accuses it of monopolising online advertising technology, at U.S. District Court in Alexandria, Virginia, U.S., September 9, 2024.
NewsCorp documents shown at trial estimated that in 2016, the publisher made $83.3 million from ads sold instantaneously through ad tech tools. More than half of those transactions went through Google's ad exchange, with $18.4 million from Google ads advertisers. By the time she left, around 70-80 per cent of News Corp ad transactions flowed through Google's ad exchange, Layser said.
At trial, prosecutors are seeking to show Google used dominant positions in technology for publishers and advertisers to keep them from using other tools and undercut bids placed through competitors' products.
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