Assessing the fallout of Google’s ad tech antitrust trial
Digiday+ Research Digiday Research: Ad industry split on whether a divestiture of Google’s sell-side ad tech will change anything
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Per Google’s critics, the online giant’s overlapping monopolies have held the entirety of the media industry hostage to fortune in a game where it short-changes every tier of the sector.
During the last 12 months, it has faced separate duels with the U.S. Justice Department. The DOJ’s first concern is Google’s search empire, a case that Google lost, and it could now be forced to sell its Chrome web browser. Google has voiced its intention to appeal this case, meaning these proceedings will likely continue for years.
However, some are now asking if the appeals process will benefit or unnecessarily burden Google, especially when it comes to the low-margin field of ad tech, Google’s second front with the DOJ.
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