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is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <iframe title="Google Trial JP" src="https://player.vimeo.com/video/1012850898?h=f4e77ba20e&dnt=1&app_id=122963" width="500" height="281" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write"></iframe> </div></figure> <p></p> <h2 class="wp-block-heading">動画の内容</h2> <p>米司法省がGoogleを独占禁止法違反の疑いで訴えた裁判の初日に、Index ExchangeのCEO<a href="https://www.adexchanger.com/the-big-story/an-interview-with-a-star-witness-in-the-ad-tech-trial-of-the-century/">アンドリュー・カサーレ（Andrew Casale）</a>が証人として参加したバージニア州の裁判所から、私は戻ってきたところです。今回は、オープンウェブのディスプレイ広告市場で、Googleが独占禁止法違反の懸念を審査するための裁判です。</p> <p>この裁判は、アドテク業界に大きな影響を及ぼす可能性があり、関心が高まっています。それでは、詳しくお話します。</p> <h2 class="wp-block-heading">Googleの独占禁止法裁判について</h2> <p>2023年1月、米司法省（DOJ）が独占禁止法違反の疑いでGoogleを提訴しました。この裁判は、今夏に終結したインターネット検索に関する裁判とは別の裁判です。</p> <p>今夏の裁判では、米司法省が、Googleはインターネット検索分野で公正な競争を妨げ、<a href="https://www.indexexchange.com/jp/2023/12/18/2023-year-programmatic-embraced-efficiency/">アドテクのエコシステム</a>で競合他社を排除したと訴えました。 </p> <p>Googleの独占禁止法裁判の主な解決策として問題になっているのは、分割命令と呼ばれるものです。</p> <p>特に米司法省は、Googleに対して広告事業の分割を要求しています。先ず、Googleのパブリッシャー広告サーバー、パブリッシャー向けDoubleClick（DFP）、アドエクスチェンジのAdxを含むGoogle Ad Manager suiteの解体を要求し、反競争的弊害を是正するために必要となる、その他の構造的救済措置を講じることを求めています。</p> <h2 class="wp-block-heading">今回の裁判で最も関心を持っていることは何ですか？</h2> <p>Googleは、世界中の多くの司法管轄区域で独占禁止法違反や、支配的地位の濫用について調査を受けています。独占を巡る問題に関して、私たちが目にする多くの事例の一つですが、ある意味で最も重要なものです。</p> <p>この独占禁止法の裁判が特に興味深い理由は2つあります。</p> <ol class="wp-block-list"> <li>一つ目は、要求されている分割命令と、それが認められた場合に及ぼす可能性のある影響です。</li> <li>二つ目は、裁判が行われている場所です。米国は巨大で非常に重要な市場です。この市場規模が、この訴訟を特に注目すべきものにしています。</li> </ol> <h2 class="wp-block-heading">裁判開始時のハイライトは何ですか？ </h2> <p>裁判が開始された際の注目点についてお話しましょう。ジュリア・ターバー・ウッド（Julia Tarver Wood）氏が、米国司法省の冒頭陳述を行いました。米国司法省は、4つの法的提訴を中心にこの裁判を進めています。</p> <ol class="wp-block-list"> <li>Googleがパブリッシャーアドサーバーの市場を独占</li> <li>Googleがアドネットワークの市場を独占</li> <li>Googleがアドエクスチェンジの市場を独占</li> <li>Googleが、不当にパブリッシャー向け広告サーバーとそのアドエクスチェンジ製品を結合させた</li> </ol> <p>ウッド氏は、独占主義の戦略として⁣3つの特徴的な行動を挙げました。</p> <ol class="wp-block-list"> <li>競争を支配する。</li> <li>顧客を支配する。</li> <li>規則を支配する。</li> </ol> <p>原告は、Googleの成功を罰するために、ここにいるのではないと述べました。Googleが大企業であるが故、ここにいるのではありません。Googleが、その規模を使って競争を阻害するため、ここにいるのです。ウッド氏は、「一つの独占でも十分悪い行為だが、3つの分野（DFP、AdX、Google Display Network（GDN））で独占を維持した」と鋭く指摘しました。</p> <p>カレン・ダン（Karen Dunn）氏はGoogleの冒頭陳述を行いました。Googleが何百万人もの人々を助け、革新的なイノベーションをもたらしたことを強調しました。Googleは、これらのイノベーションが効果的、効率的、そして安全に機能するように努めました。</p> <p>Googleは、米国司法省が、オープンウェブのディスプレイ広告市場を定義することができないと主張し、この概念は、米国司法省が今回の裁判のために作り上げたものだと述べました。</p> <p>もちろん、私にはIndex Exchange社員としての見方がありますが、アンドリュー・カサーレは、この注目を集めた裁判初日、米国司法省の優れた証人でした。彼は複雑なトピックに対して、独特の論理と明確な説明をし、これがこの裁判にプラスに働くに違いありません。</p> <p>また、法廷の両側にいる非常に有能な女性たち、そして、裁判官にも敬意を表したいと思います。</p> <p>米国司法省のジュリア・ターバー・ウッド（Julia Tarver Wood）氏とカレン・ダン（Karen Dunn）氏は、両者とも説得力のある冒頭陳述を行いました。また、ダン氏は、火曜日の夜の大統領候補討論会に先立ち、カマラ・ハリス（Kamala Harris）副大統領に助言しました。Googleのジャスティーナ・セッションズ（Justina Sessions）氏は、優れた反対尋問を行いました。</p> <p>そして、恐らく最も重要なのは、バージニア州東部地区連邦地方裁判所のレオニー・Ｍ・ブリンケマ判事が、この複雑なビジネスの性質を容易に把握しつつ、<a href="https://www.indexexchange.com/jp/videos/">公平性、率直さ、効率性を法廷にもたらしたことです</a>。<a id="_msocom_1"></a></p> <h2 class="wp-block-heading">Index Exchangeは、この裁判をどのように捉えていますか？</h2> <p>もちろん、裁判の結果を推測することはできませんが、この裁判は、私たちが非常に重要だと考える3つの核心的な価値観と一致していると考えています。</p> <ul class="wp-block-list"> <li><strong>公平性と透明性：</strong>私たちは、テクノロジーで証明できる、公平で<a href="https://www.indexexchange.com/jp/product/exchange-quality/">透明性の高い</a>マーケットプレイスを信じています。</li> <li><strong>パブリッシャーへのサポート：</strong>当社の主な焦点は常に、そしてこれからも、<a href="https://www.indexexchange.com/jp/2023/09/20/open-letter-dsps-strengthening-partnership-commitment/">パブリッシャーにサポートを提供し続けることです。</a>パブリッシャーの収益最適化をサポートし、当社のエクスチェンジを介した取引について明確なレポートを提供することです。</li> <li><strong>選択肢：</strong>Index Exchangeは、柔軟性と選択の自由の重要性を理解しています。エコシステムの両サイドにいるパートナー企業、つまりメディア企業もバイヤーも、自分たちのビジネスに最も価値をもたらすパートナー企業を選択できるべきだと考えています。選択肢の確保は常に最優先すべきです。  </li> </ul> <h2 class="wp-block-heading">裁判が進むにつれて、今後どのようなことを期待しますか？ </h2> <p>このような背景を踏まえて、裁判の進行に伴い何を期待しますか？この裁判は、非常に早く進行しているという点で特異です。</p> <p>一部の独占禁止法訴訟は何年にもわたります。バージニア州東部地区は、「ロケット訴訟」として知られています。そのため、裁判の結果を推測することはできませんが、迅速な行動と裁判所が早期に判決を言い渡すことを期待しています。</p> <p>引き続き、裁判の進行を注意深く見守っていきます。</p> <p>デジタル広告とそれを支えるテクノロジーについて、分かりやすく解説した動画シリーズをご覧ください。</p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.indexexchange.com/jp/videos/">Index Explainsを観る</a></div> </div> <p></p> <div class="author-bio__wrap"> <div> <div class="author-bio"> <div class="col-md-2 author-avatar"> <img class="avatar avatar-90 photo" src="https://s46182.pcdn.co/wp-content/uploads/2024/09/JennHoodHeadshot-96x96.jpg" alt="Jennifer Hood" /> </div> <div class="col-md-10 author-description"> <h4>Jennifer Hood</h4> <span class="author-position">アソシエイト法務責任者</span> <p class="m-0">ジェン・フッドは、現在Index Exchangeのアソシエイト法務責任者として活躍している経験豊かな企業・商業弁護士です。ジェンの業務は、企業・商業取引、コーポレート・ガバナンス問題、独占禁止法調査などを日常的に取り扱うことです。Index Exchangeに入社する前は、カナダの大手放送局で7年間、Shaw Media（Corus Entertainmentにより買収）の社内弁護士を務めた。社内弁護士となる前は、Bay Streetの法律事務所で金融サービスのアソシエイトとしてキャリアをスタートさせました。2010年に弁護士登録。最近では、2021年と2022年に米国と欧州のCertified International Privacy Professionalsの資格を取得しました。熱心な読書家であり、ランナーであり、昔のコテージの修復もできます。特に好きなことは美術館巡りです。</p> </div> </div> </div> </div> <a href="https://www.indexexchange.com/jp/blog/" class="read-more back"> <span class="mr-1"><svg width="15" height="13" viewBox="0 0 15 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M8.40087 11.4375L12.1997 7.30415H0V5.74859H12.1997L8.40087 1.61526L9.57308 0.526367L15 6.52637L9.57308 12.5264L8.40087 11.4375Z" fill="currentColor"/> </svg> </span> ブログに戻る </a> </div> </article> </main> </div> <aside class="widget-area col-12 col-xl-auto py-xl-5 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