Observed Signal · Sep 13, 2024 · Regulation · Source: Quo Vadis News · Impact: 3/5 · Sentiment: Neutral
Google Antitrust Case Day 3
Day 3 of the DOJ’s antitrust trial focuses on Google’s adtech business. The article highlights Trade Desk testimony comparing DV360 against The Trade Desk, noting Trade Desk growth and proportional spend dynamics. It cites Trade Desk growth from $553 million in 2015 to $9.4 billion in FY23 (a 43% CAGR) and Google’s network revenues rising from $15 billion in 2015 to $31 billion in 2023 (a 9.6% CAGR). Using DV360’s known $6.7 billion spend in 2020 and eMarketer growth rates, the piece estimates DV360’s 2023 gross ad spend at around $10.5 billion, and presents back-calculation suggesting a similar 9-year CAGR. The article also references Google’s approximate 5% decline in network revenues from FY22 to FY23 as potentially benefiting competitors like Trade Desk, and notes broader market growth (global display ad market ~23% CAGR over eight years). It closes with standard disclaimers about informational purposes.
Regulatory/legal development with potential industry impact in AdTech/MarTech
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Key Takeaways & Evidence Grounding
- Day 3 of the DOJ antitrust trial against Google's adtech business.
- Trade Desk testimony highlights DV360 vs Trade Desk growth and market dynamics.
- TTD gross ad spend grew from $553M in 2015 to $9.4B in FY23 (43% CAGR).
- Google network revenues (GAM, AdSense, AdMob, DV360, Google Ads, CM360) grew from $15B in 2015 to $31B in 2023 (9.6% CAGR).
- DV360 2023 gross ad spend estimated around $10.5B using 2020 DV360 spend ($6.7B) and eMarketer rates.
- The article notes a ~5% decline in Google’s network revenues from FY22 to FY23 and discusses potential implications for Trade Desk.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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