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Google says a closed ad ecosystem isn’t anticompetitive — it’s just safer
Google took a page out of the Apple playbook.
While the government argues it locked up the ad tech market to make more money, Google’s witnesses say that a more closed ecosystem is often safer for users — echoing a defense both it and Apple have made of their mobile app stores. The company argues that conduct the Department of Justice paints as anticompetitive — like locking customers into its services and exerting control over the rules of the industry through its dominance — actually has justifiable business purposes. Going this route meant more work for Google, Bjorke said, but it addressed a potentially catastrophic loss of confidence in digital ads compared to older forms of advertising like TV.
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