That is the online model of Data Sheet, a each day e-newsletter on the enterprise of tech. Signal as much as get it delivered free to your inbox. 

That previous expression that the second time is a attraction could apply in antitrust. Texas Lawyer Common Ken Paxton and 9 fellow AGs dropped a 130-page lawsuit in opposition to Google on Wednesday that’s fairly a bit extra attention-grabbing than the Justice Division’s lawsuit filed in October.

As you’ll have guessed from the web page depend, this one is a Texas-sized doozy of blockbuster allegations that Google has illegally monopolized each a part of the marketplace for digital promoting: the advert servers that host the advertisements, the exchanges the place on-line publishers promote area for advertisements, the networks the place advertisers record advertisements, and the instruments everybody makes use of to assist them handle the complicated system in actual time.

Sadly and bizarrely, the Texas criticism is riddled with redactions, these blacked-out strains of textual content which can be sometimes used to defend proprietary or confidential data from the general public. Right here, each single inner Google e mail, memo, code identify, joking code identify, and citation is redacted. For instance:

In a few locations, the AG’s criticism even blacks out its personal authorized reasoning. And at the very least twice, one thing is redacted in a single a part of the criticism however then revealed in a later half.

So, to your training, to your edification, and to your basic amusement on a snowy day right here in Boston, right here is the gist of the Texas AG’s antitrust case in opposition to Google primarily based on the numerous redacted texts:

  • Google’s share share of the digital advert market
  • Variety of advertisements Google’s advert servers course of per day
  • The reduce of each advert sale Google collects
  • One thing a Google exec “frankly conceded” in regards to the design of Google’s advert alternate
  • The true design aim of Google’s advert device for small web pages
  • Google’s fee fee on advertisements from small advertisers
  • The % of time prospects utilizing Google’s advert instruments spend shopping for or promoting advertisements from Google’s advert alternate
  • One thing Google stated to the FTC in 2008 about its advert server
  • Google’s estimate of the % of on-line publishers utilizing its advert server
  • Google’s description of publishers’ difficulties in switching to rival advert servers
  • The identify of the crew inside Google’s New York workplace that designed a program referred to as RPO to make advert bidding much less aggressive
  • The identify of one among Google’s bid rigging applications
  • A screenshot of stated bid rigging program
  • One thing Google workers mentioned at an October 13, 2016 assembly
  • The code identify of a program Google developed to compete with a publisher-developed method referred to as header bidding
  • A Google slide deck in regards to the ache attributable to Fb’s assist of header bidding
  • An October 5, 2016 inner presentation to senior Google execs about Facebook and header bidding
  • One thing Fb VP Dan Rose informed Mark Zuckerberg in an e mail about Google and header bidding
  • Particulars of an settlement Fb and Google struck in 2018 allegedly to undercut header bidding
  • The Star Wars character Google used as an inner code identify for the settlement
  • A phrase that seems 20 instances in that settlement
  • The best way Google’s cell format, AMP, really hurts publishers
  • Google’s technique in withholding YouTube advert stock from competing advert instruments
  • Google’s identify for a restricted entry information set that mixes data from its search advertisements, YouTube advertisements, and show advertisements
  • Google’s identify for its scheme to arbitrage advert pricing
  • The identify of Google’s future mission to show the complete net right into a walled backyard it controls
  • A abstract doc of the walled backyard plan

It’s greater than doubtless that this lawsuit can be consolidated with the DoJ one (and any subsequent lawsuits to return), or all can be tried earlier than a standard decide. And possibly that decide will order just a few of those redactions eliminated. A reporter can hope! Have an ideal day and, for those who’re on the East Coast, benefit from the snow.

Aaron Pressman


On this week’s episode of our Brainstorm Tech podcast, Michal Lev-Ram talks to Lise Purchaser of Class V Group about non-traditional strategies of going public: SPACs and the public sale mannequin. Each are gaining reputation; Purchaser explains why. Then, Brian O’Keefe speaks with Threshold Ventures’ Emily Melton about how the frenzy to go public seems from the VC world, and what developments she’s seen that can carry over into 2021. Listen to the episode here.


Please enter your comment!
Please enter your name here