An ongoing trial may determine whether Google holds an illegal monopoly on the technology used to buy and sell certain types of advertising on web pages.
ALEXANDRIA, Va. — It happens in milliseconds, ideally, as you browse the web. Networks of computers and software analyze who you are, what you are looking at and buy and sell the advertisements you see on web pages.
Online advertising has rapidly evolved. Fifteen or so years ago, if you saw an internet display ad, there was a pretty good chance it featured people dancing over their enthusiasm for low mortgage rates, and those ads were foisted on you whether you were looking at real estate or searching for baseball scores.
In the government’s depiction, there are three distinct tools that interact to sell an ad and place it in front of a consumer. There’s the ad servers used by publishers to sell space on their websites, particularly the rectangular ads that appear on the top and right-hand side of a web page. Ad networks are used by advertisers to buy ad space across an array of relevant websites.
Google said the system was necessary to ensure ads loaded quickly. If the computers entertained bids from every ad exchange, it would take too long.
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