Neil I. Patel

As online advertising became more sophisticated over time, companies like Google began to experiment with technology that would automate those transactions at ever greater scale and speed through automated bidding. Think of it like countless split-second auctions that are happening across the entire internet all day, every day, often for just pennies per click. The money is in the scale.

As online advertising became more sophisticated over time, companies like Google began to experiment with technology that would automate those transactions at ever greater scale and speed through automated bidding. Think of it like countless split-second auctions that are happening across the entire internet all day, every day, often for just pennies per click. The money is in the scale.

Google recorded $238 billion in ad revenue last year, primarily from the ad products that power its search engine and the huge swaths of the web that use its related display and video ad products.

Google recorded $238 billion in ad revenue last year, primarily from the ad products that power its search engine and the huge swaths of the web that use its related display and video ad products.

Google recorded $238 billion in ad revenue last year, primarily from the ad products that power its search engine and the huge swaths of the web that use its related display and video ad products.

You're going to hear Lauren talk about all of these terms, and in particular, you'll hear her talk about a company called DoubleClick, which Google purchased in 2007, and how it eventually formed the backbone of an exchange called AdX.

You're going to hear Lauren talk about all of these terms, and in particular, you'll hear her talk about a company called DoubleClick, which Google purchased in 2007, and how it eventually formed the backbone of an exchange called AdX.

You're going to hear Lauren talk about all of these terms, and in particular, you'll hear her talk about a company called DoubleClick, which Google purchased in 2007, and how it eventually formed the backbone of an exchange called AdX.

Virtually all of these platforms and services have since been combined and rebranded into more generic-sounding Google products, but the technology at the heart is what regulators argue allowed Google to consolidate power in unprecedented fashion. Okay, Google's big antitrust fight over ads. Here we go. Lauren Feiner, welcome to Decoder.

Virtually all of these platforms and services have since been combined and rebranded into more generic-sounding Google products, but the technology at the heart is what regulators argue allowed Google to consolidate power in unprecedented fashion. Okay, Google's big antitrust fight over ads. Here we go. Lauren Feiner, welcome to Decoder.

Virtually all of these platforms and services have since been combined and rebranded into more generic-sounding Google products, but the technology at the heart is what regulators argue allowed Google to consolidate power in unprecedented fashion. Okay, Google's big antitrust fight over ads. Here we go. Lauren Feiner, welcome to Decoder.

Let's start at a very basic level. What is this case? Who's suing Google? What's it about? Where's it being heard?

Let's start at a very basic level. What is this case? Who's suing Google? What's it about? Where's it being heard?

Let's start at a very basic level. What is this case? Who's suing Google? What's it about? Where's it being heard?

Presumably Google disagrees with all this. What's their response?

Presumably Google disagrees with all this. What's their response?

Presumably Google disagrees with all this. What's their response?

Google already lost a big federal antitrust case once this year in search. What makes this case different from that one?

Google already lost a big federal antitrust case once this year in search. What makes this case different from that one?

Google already lost a big federal antitrust case once this year in search. What makes this case different from that one?