Technology

Google and DOJ’s ad tech fight is all about control

Published

10 months ago

September 9, 2024

Google and DOJ’s ad tech fight is all about control

Google and the US Justice Department each believe the other wants too much of one thing: control.

“Control is the defining characteristic of a monopolist,” DOJ counsel Julia Tarver Wood said during opening statements in the federal government’s second antitrust trial against the search giant, which kicked off Monday in Alexandria, Virginia. To the government, Google exerts too much control over every step in the way publishers sell advertising space online and how advertisers buy it, resulting in a system that benefits Google at the expense of nearly everyone else.

“Control is the defining characteristic of a monopolist”

To Google, the government is seeking control over a successful business by making it deal with rivals on more favorable terms, disregarding the value of its investments in technology and the unique efficiencies of its integrated tools.

By the end of the trial, which is expected to last several weeks, US District Court Judge Leonie Brinkema will be left to decide which side is exerting too much control — and ultimately, if Google has illegally monopolized the markets for advertising technology.

Markets is a key word, since one question raised on the first day is how many monopolies Google might actually have. (A federal court in DC says at least one, since it recently ruled Google a monopolist in search.) The DOJ is arguing that Google has monopoly power in three different ad-related markets: those for publisher ad servers (where websites hawk ad space), ad exchanges (which facilitate ad transactions), and advertiser ad networks (where advertisers go to buy ad space). They’re also arguing that Google illegally tied together its publisher ad server with its ad exchange to maintain its monopoly power.

“One monopoly is bad enough,” Wood said during opening statements. “But a trifecta of monopolies is what we have here.”

“A trifecta of monopolies is what we have here”

Google says it’s not a monopolist, and in fact there’s only one market: a two-sided market made of buyers and sellers of online ad inventory. In opening arguments, its counsel said the government is ignoring relevant Supreme Court precedent that says this is the best way to view such a market. The company also argues regulators are carving up the field with terms like “open web display advertising,” which Google calls contrived. What the government really wants here, Google claims, is to require it to deal with its rivals — something the Supreme Court has said isn’t really the job of the judicial system.

After opening statements, the DOJ began calling its first witnesses, focusing on the tools publishers use to monetize display ads. These are the ads that typically pop up at the top or the side of the page on news websites and blogs, populating through super-quick auctions that run while the page loads. During the auction, an ad exchange helps match publishers and advertisers based on things like topic and price without active intervention by a human. The process is called programmatic advertising, and it’s used by The Verge’s parent company Vox Media among many others. (Vox Media president of revenue and growth Ryan Pauley is on the list of potential witnesses but wasn’t called today.)

Google’s tools play an essential role in the process, with some of them holding about 90 percent of the market, according to the government. Google has a publisher ad server called Google Ad Manager (formerly DoubleClick for Publishers, or DFP), which helps publishers sell ad space. It operates an ad exchange, AdX, that facilitates transactions. And it owns an advertiser ad network, rounding out its trifecta of major products across different parts of the ad world.

Four industry players testified Monday, representing a publisher (Tim Wolfe, SVP of revenue at Gannett), an ad exchange (Andrew Casale, president and CEO of Index Exchange), a marketer (Joshua Lowcock, president of media at Quad), and a publisher ad network (James Avery, founder and CEO of Kevel). Across the testimonies, the government tried to establish that programmatic display advertising is not something publishers can easily substitute with other types of advertising, including direct deals with advertisers or ads on social media sites. And it introduced the idea that switching from Google tools isn’t such an easy decision, even when there might be some reason to do so.

In testimony, for instance, Wolfe and Avery both made clear that publishers are largely unwilling to switch away from Google Ad Manager. They said it’s because Google packages it with access to AdX, and losing that package deal would mean giving up large amounts of revenue — even if rivals offer to take a much smaller cut for facilitating each ad sale. Wolfe testified that when Gannett received one such offer, that reduced take rate didn’t move the needle, since it wouldn’t offset the benefits of AdX.

The ad server company Kevel started by targeting traditional publishers, but Avery says competing with Google proved impossibly hard. He recalled publishers asking how his company would replace the revenue they made from AdX, something Kevel simply couldn’t manage. After trying to engage Google twice about ways to connect Kevel’s ad server with AdX, Avery testified, his efforts were rebuffed. Kevel pivoted to facilitating things like sponsored listings for retailers instead.

Speaking from the ad exchange perspective, Casale testified that switching ad servers is a big lift at the technical level, so publishers rarely do it. Building a new one is “very complex and expensive.” In the ad exchange market, Casale said competing with Google’s AdX is “very challenging,” and in experiments, reducing fees had barely a “nominal” impact on the ability to gain more business. Because of the huge network effects it takes to get an exchange off the ground, as well as the fact that it only gets visibility into ad impressions it wins, “I can’t imagine anyone starting a new exchange today,” he said.

Google’s attorneys poked at the witnesses’ arguments and credibility during cross-examination, pointing out ways players like Avery would benefit if the court forced Google to share access to its tools. Google will call its own witnesses to counter the DOJ later in the trial.

“I can’t imagine anyone starting a new exchange today”

This trial covers very different ground from last year’s antitrust fight in the District of Columbia. But on the first day of court, both sides alluded to their earlier battle. The Department of Justice mentioned during opening statements that another court had already adjudicated the question of Google’s search monopoly, referencing a ruling Judge Amit Mehta handed down just over a month ago. And although Mehta ruled mostly against Google, the tech giant cited a piece of the ruling that went in its favor. The topic? A DOJ argument Mehta interpreted as a requirement for Google to cut deals with competitors — and, accordingly, dismissed.

Technology

Apple’s latest AirPods are already on sale for $99 before Prime Day

Published

1 hour ago

July 7, 2025

Press Room

Apple’s latest AirPods are already on sale for before Prime Day

Amazon Prime Day kicks off tomorrow, July 8th, but you don’t have to wait until then to pick up Apple’s latest pair of AirPods at a discount. Right now, the AirPods 4 are available for around $99 ($30 off) at Amazon, Best Buy, and Walmart, while the AirPods 4 with noise cancellation are going for around $149 ($30 off) at Amazon, Best Buy, and Walmart. That’s within $10 of the lowest price we’ve seen on the ANC model and matches the lowest price to date on the base pair.

Both versions of Apple’s current-gen earbuds feature shorter stems and larger buds than previous models, allowing them to accommodate a broader range of ear shapes. The open-style earbuds use a hard plastic body that doesn’t create a tight seal inside your ear, which means they sacrifice some bass response compared to gummy-tipped earbuds. Hardshell earbuds won’t create pressure in your ear, though, which can feel uncomfortable after listening to music for a few hours.

Overall, the fourth-gen AirPods sound better than previous models due to a custom amplifier and new acoustic architecture. Audio quality is somewhat subjective and largely depends on how the music was recorded, mixed, and mastered; however, former Verge staffer Chris Welch noted in his review that he was pleased with the sound of Apple’s latest pair of wireless earbuds. If you’re upgrading from an older pair, you’ll notice a difference.

The AirPods 4 run on Apple’s H2 chip, which is required for Voice Isolation, a feature that reduces background noise and amplifies the volume of your voice during calls. If you’re using an iPhone, you can say “Hey Siri” to evoke Apple’s smart assistant to place calls, hear and return messages, and play music. You can also locate the earbuds using the Find My app on Apple devices if they’re misplaced.

The entry-level model can last up to five hours on a single charge and can be fully charged five times using the included USB-C charging case (the ANC model also offers wireless charging). Both pairs of earbuds are also IP54-rated for dust, sweat, and water resistance, ensuring you can wear them safely during workouts. Needless to say, the AirPods 4 are excellent earbuds at their current price, whether you opt for the model with active noise cancellation or not.

Three more deals worth your time

Technology

How micro-robots may soon treat your sinus infections

Published

2 hours ago

July 7, 2025

Press Room

How micro-robots may soon treat your sinus infections

NEWYou can now listen to Fox News articles!

A breakthrough in medical technology could soon change how sinus infections are treated. Scientists have created micro-robots for sinus infection treatment that can enter the nasal cavity, eliminate bacteria directly at the source, and exit without harming surrounding tissue. This drug-free, targeted approach may reduce our dependence on antibiotics.

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A woman with a sinus infection. (Kurt “CyberGuy” Knutsson)

What are micro-robots for sinus infection treatment?

These microscopic robots are smaller than a speck of dust. They are made of magnetic particles enhanced with copper atoms. Doctors insert them through a narrow duct in the nostril. Once inside, the micro-robots are guided by magnetic fields to reach the infected area.

At that point, a fiber optic light heats the particles and triggers a chemical reaction. This reaction breaks through thick mucus and destroys harmful bacteria at the infection site. As a result, treatment becomes faster, more precise, and far less invasive.

This latest advancement comes from a collaboration of researchers at the Chinese University of Hong Kong, along with universities in Guangxi, Shenzhen, Jiangsu, Yangzhou, and Macau. Their work, published in “Science Robotics,” has helped move micro-robotic medical technology closer to real-world applications.

Why use micro-robots instead of antibiotics?

Traditional antibiotics circulate throughout the entire body. In contrast, micro-robots target only the infected area. This reduces side effects and lowers the risk of antibiotic resistance. Furthermore, patients may recover faster because the treatment goes straight to the source.

A woman with a sinus infection. (Kurt “CyberGuy” Knutsson)

Are micro-robots safe?

So far, animal trials have shown promising results. Micro-robots successfully cleared infections in pig sinuses and live rabbits, without causing tissue damage. However, scientists still need to ensure that every robot exits the body after treatment. Leftover particles could pose long-term risks.

In addition, public acceptance remains a challenge. The idea of tiny machines inside the body makes some people uncomfortable. Nevertheless, experts believe those fears will fade over time.

What other uses are possible?

Researchers are already exploring how micro-robots could treat infections in the bladder, stomach, intestines, and bloodstream. Several teams around the world are working to make the technology more advanced and adaptable for deep internal use. If successful, these innovations could revolutionize the way we fight bacteria in the human body.

A doctor examining a woman with a sinus infection. (Kurt “CyberGuy” Knutsson)

Kurt’s key takeaways

The rise of micro-robots for sinus infection treatment marks a major shift in medical care. By offering precise, non-invasive therapy without antibiotics, this method could redefine how infections are treated. With continued research and testing, these tiny tools may soon become powerful allies in modern medicine.

Would you let microscopic robots crawl through your sinuses if it meant never needing antibiotics again? Let us know by writing to us at Cyberguy.com/Contact.

Kurt “CyberGuy” Knutsson is an award-winning tech journalist who has a deep love of technology, gear and gadgets that make life better with his contributions for Fox News & FOX Business beginning mornings on “FOX & Friends.” Got a tech question? Get Kurt’s free CyberGuy Newsletter, share your voice, a story idea or comment at CyberGuy.com.

Technology

Cyberpunk Edgerunners 2 will be even sadder and bloodier

Published

2 days ago

July 5, 2025

Press Room

Cyberpunk Edgerunners 2 will be even sadder and bloodier

The new season will be directed by Kai Ikarashi, who also directed episode six in the first season, “Girl on Fire.” There’s no word yet on when Cyberpunk: Edgerunners 2 will premiere, but they did show off this new poster artwork. A trailer will be shown later tonight during a panel at 8:30PM PT for the animation studio, Trigger.

Showrunner and writer Bartosz Sztybor said during Friday’s panel that for season one, “I just wanted to make the whole world sad… when people are sad, I’m a bit happy,” and that this new 10-episode season will be “…of course, sadder, but it will be also darker, more bloody, and more raw.”

A brief summary of the follow-up series tells fans what to expect following the end of David’s story in season one:

Cyberpunk: Edgerunners 2 presents a new standalone 10-episode story from the world of Cyberpunk 2077— a raw chronicle of redemption and revenge. In a city that thrives in the spotlight of violence, one question remains: when the world is blinded by spectacle, what extremes do you have to go to make your story matter?