A secret deal between Facebook and Google shows just how far the two tech giants will go to preserve their lucrative hold over online advertising. SilvermanJacob reports
Photo-Illustration: Intelligencer. Photo: Getty Images As a torrent of bad press consumes Facebook — or whatever the company may soon be renamed — it’s worth remembering that to become an industry-dominating social-media Goliath, sometimes you need a little help from your friends. Perhaps they’re better described as co-conspirators.
In March 2017, Facebook announced that it would support “header bidding,” an advertising technology being pushed by outside companies to challenge Google’s adtech dominance. But a year later, Facebook suddenly changed its mind. That’s because in 2018, Google and Facebook quietly agreed to use a Google-managed system for bidding on and managing online ads. Google would give Facebook preferential rates and first dibs on prime ad placement.
What Facebook and Google did with Jedi Blue may have been illegal. According to Section 2 of the Sherman Act, “Every person who shall monopolize, or attempt to monopolize, or combine or conspire with any other person or persons, to monopolize any part of the trade or commerce among the several States, or with foreign nations, shall be deemed guilty of a felony.
It’s important to note that the projects described here aren’t based on rumor: Google has acknowledged their existence and described them in court filings, some of which were improperly filed, allowing journalists to see them before they were placed under seal. The court documents describe close cooperation between the companies on everything from keeping out competitors to fending off regulators.
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