Judith Chevalier, a professor of finance and economics at Yale College, advised the court docket that utilizing Google instruments takes a decrease share of publishers’ income, and that on common it’s “cheaper to make use of Google-to-Google than utilizing third-party-to-third-party” instruments for connecting publishers and advertisers, Mulholland wrote.
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CheckMyAds famous {that a} chart introduced by Chevalier confirmed that Google Adverts was the one shopping for device that linked with Google Advert Alternate, a reality DOJ famous in its cross-examination. The mixing of Google’s totally different advert applied sciences and the shortage of openness to opponents is one parts of the DOJ’s case.
Mulholland didn’t namecheck any of the witnesses Google referred to as in its final two days of proof, however CheckMyAds had lots to say about Mark Israel, an economics professional who, it got here out in questioning, has accomplished paid work for Google up to now. He sought to point out that the marketplace for internet marketing is a single two-sided market and never the three separate markets (advert servers, advert networks, and advert exchanges) the DOJ says it’s.
