Google Is A Monopoly...
Duh! Good to see the courts actually proving what many of us in the marketing space have known for a while.
It's happened. Judge Leonie Brinkema has ruled that Google has knowingly been anti-competitive in the ad space. This will benefit businesses in the long run and hopefully will make the ad space more obtainable for more businesses.
The details. From the ruling:
U.S. District Judge Leonie Brinkema ruled that Google “willfully engaged in anticompetitive acts” to control the publisher ad server and ad exchange markets.
The court found Google illegally tied its publisher ad server and ad exchange together through both contracts and technical integration.
Google’s practices “substantially harmed” publishers and users across the web.
Why we care. This marks Google’s second significant antitrust defeat after losing its search monopoly case earlier. The ruling could fundamentally reshape online advertising.
With both of these loses on the books for the search giant, we might actually see a change in the landscape in both search and pay-per-click advertising.
This ruling, along with the previous one, might lead to Google having to sell its Chrome browser and making even more concessions.
For now, the court needs to determine the right remedies for Google’s ad tech monopoly violations, which could possibly involve major structural changes to its ad business.
Google's Not The Only One In The Crosshairs!
The Federal Trade Commission along with 17 states have sued Amazon in 2023 and Meta is currently in court defending their ownership of Instagram and WhatsApp.
What do you think? Are we finally going to see the Web 2.0 behemoths get what they deserve? Is the latest ruling against Google good for marketers, businesses, and consumers? Hit reply and let me know you're thoughts!
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