For Google, this is the second antitrust case in the USA within a short period of time: The tech company is accused of having established a prohibited monopoly on the online advertising market. In a courtroom in Virginia, everything is once again at stake for the company.
The judge leans over her wooden podium: “Excuse me, what?” Could the witness explain again what that was – a pre-roll ad? It is an advertising clip that is played before a video. The word is one of the countless acronyms and technical terms known only to insiders of the online advertising industry that are being used in the courtroom in Alexandria. It is about impressions (advertisements that Internet users see) and inventory (advertisement spaces on a website) and virtual auction processes with several middlemen. All quite complex, all hardly tangible.