The Justice Department contends that Google essentially rigged the bidding in those auctions to favor its own products.
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.
Google, for its part, says it has invested billions of dollars to improve the quality of ads that consumers see, and ensure that advertisers can reach the consumers they're seeking. And in between is the ad exchange, which matches the website publisher to the would-be advertiser by hosting an instant auction.
Publishers, dissatisfied with this system, found a workaround to conduct the auctions outside of Google's purview, a process that became known as “header bidding.” Internal Google documents introduced at trial described header bidding as an “existential threat” to Google's market share.
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