谷歌广告跌倒，亚马逊吃饱

Core Points - The Google advertising monopoly case has entered the "remedial phase," where the court will determine how to rectify the identified anti-competitive behaviors [1][3] - The presiding judge, Leonie Brinkema, will decide on several key issues regarding the future of Google's advertising practices and market structure [4][5][6][7] Group 1: Remedial Phase Details - The remedial phase aims to ensure the market is free from anti-competitive behaviors, correcting past actions and preventing future manipulation [4] - Key decisions include whether to dismantle Google's core assets, specifically AdX and DFP, or to impose regulatory changes to limit their power [5] - The court will also consider if Google can continue to profit from its dominant position and how to prevent the re-emergence of similar monopolistic structures [6][7] Group 2: Timeline and Case Background - The remedial phase is expected to last until the end of September or early October, followed by a briefing period that could extend to late October or early November [8] - The case against Google can be divided into two main lines: the search engine market and the advertising technology market, with the latter being the focus of the current proceedings [9][10] Group 3: Industry Reactions and Lawsuits - Following the court's ruling on Google's monopoly, there has been a surge in lawsuits from both competitors and media publishers, indicating a shift in industry sentiment against Google [24][27] - Companies like OpenX and PubMatic have initiated lawsuits against Google, claiming unfair practices that have harmed their businesses [30] - Media organizations, previously reliant on Google, are now also pursuing legal action, alleging that Google has reduced their advertising revenues without their knowledge [33][34] Group 4: Potential Outcomes and Market Dynamics - The court may opt for a compromise solution rather than a complete breakup of Google's advertising business, focusing on structural adjustments and regulatory limitations [43][44] - Amazon is positioned to capitalize on any shifts in the advertising landscape, expanding its advertising capabilities and potentially becoming a major competitor to Google [49][50][55] - The transition of advertising budgets from Google to Amazon is not guaranteed, as the competition for advertising dollars remains intense and complex [61][62]