It is an unequivocal ruling for Google’s dominance over the search engine function, but there are caveats. Mehta was not swayed by a small part of the plaintiff’s argument, mainly laid out by the state AGs, that Google had leveraged its monopoly over the search function to control the back-end digital advertising supply line and distort the market. Mehta ruled narrowly that since Google holds market power over search, it can charge "supracompetitive" rates for the text ad placements that appear on its search pages. But the states were more ambitious, claiming that Google controlled adtech markets through SA360 and used that anti-competitively to effectively cut Microsoft’s Bing out from its closed system.
That could prove to be a difficult hurdle to overcome in the DOJ’s separate antitrust case filed in 2023 against Google, targeting its monopolization of adtech. Mehta held that the DOJ did not clearly define the relevant market for search advertising and thus Google could not be held liable for abusing a monopoly over it. The DOJ will likely have to better define the market in the adtech case, set to begin this fall in front of a different judge in the Eastern District of Virginia. The Google search case will now move to a remedies phase. Judge Mehta will have to determine what penalty should be imposed for Google’s exclusive dealing to get its search engine included as the default on browsers and devices. He could unwind the deals, which cost Google $26 billion in 2021. He could require browsers and devices to provide options to users for which search engine to use. Or he could break up Google in some manner. Google will almost certainly appeal the case.
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