U.S. Judge Leonie Brinkema determined that Google illicitly solidified its online advertising monopoly, revealing insights into its practices during a recent court case. Industry professionals, like Matt Wasserlauf, shared experiences of early concerns regarding Google's transparency, particularly in dealings involving DoubleClick. This acquisition allowed Google to dominate the advertising landscape by controlling the tools for publishers and advertisers while managing exchanges. Over time, these actions raised suspicions among industry staunch observers, manifesting into wider recognition of Google's monopolistic behavior, ultimately leading to legal scrutiny.
Google's purchase of DoubleClick gave it the tech that powered how ads were served on the web, leading to control over publishers and advertisers.
Matt Wasserlauf recalls Procter & Gamble doubting DoubleClick’s transparency and the creation of Vindico aimed to shed light on ad serving practices.
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