The goal of the DOJ in this case is to prove that Google has built a monopoly over the tech used for serving and selling ads on third-party websites, especially display ads. The trial set for September at US District Court for the Eastern District of Virginia is part a much broader effort on the part of government to rein in Google power in digital advertising space.
Google now faces similar suits in New York and Texas filed by a completely different group of state attorneys general. The lawsuits all claim that Google is behaving as a monopoly in advertising technology farther afield across America, away from its Silicon Valley home base.
Which evidence will be introduced at trial is still in dispute between Google and the DOJ. Google filed briefs on Friday arguing against a Justice Department motion to stop the company from claiming that it has many separate markets for advertising technology-in hopes that could perhaps bring down its perceived level of dominance within any one of them. Google also resisted an effort by the DOJ to keep out surveys of advertisers ‘ reactions to Google ‘s services.
