Later in the day, the court heard from Jay Friedman, CEO of the Goodway Group, who shed light on the advertiser side of the market. Friedman testified that Google’s AdX has been the only exchange his company has not been able to negotiate fees with, even though its rate is higher than others. “We were told it wasn’t an option,” he said.

Google was handed what may be its biggest court defeat in company history this summer when a federal judge deemed its flagship search engine an illegal monopoly, siding with state and federal officials.