Google’s defense strategy: 5 key arguments in DOJ antitrust case

The news: Google wrapped up its second day of defending itself against US Department of Justice charges on Monday, a case that could reshape the future of big tech. Here are the five arguments we believe Google should make in the antitrust case over its ad tech to boost its chances of a favorable outcome, though these do not necessarily reflect our views.

#1: Market Competition and Innovation

Google operates in a competitive ad tech market with Meta, Amazon, TikTok, and emerging DSPs and SSPs from The Trade Desk, Magnite, and Xandr, demonstrating a thriving, multiplayer market. The growth of display advertising and programmatic tools highlights continuing innovation and competition across social media, retail, and mobile platforms, contradicting monopoly claims.

The DOJ’s case relies on a narrow market definition, ignoring broader channels beyond Google, such as social media and in-app ads—where Google is far from dominant.