Google faces potential restructuring due to rulings in two significant US antitrust cases concerning its monopolistic practices in search and adtech. Although the exact consequences remain undecided, Google is striving to avoid divesting key assets such as its Chrome browser and crucial adtech components.
Despite spending over $264 billion annually on Google platforms like YouTube and search, marketers are not eagerly anticipating a breakup. The primary advocates for this action are competitors in the adtech space or publishers affected by Google’s ad auction practices. Major brand CMOs remain largely silent, as Google continues to offer large audiences and effective advertising solutions.
Some marketers hope that the antitrust rulings might encourage Google to enhance transparency and interoperability with third-party tools. However, amidst economic uncertainties and budget cuts, addressing a potential Google breakup ranks low on marketers’ priority lists.
Google has not commented on this matter. Appeals could delay any imposed remedies for years. Industry insiders express mixed feelings, with some welcoming the scrutiny as it may lead to concessions from Google. As consumer behavior evolves and competitors like Amazon and TikTok gain ground, Google’s dominance in search is gradually diminishing.
— new from Business Insider