Breaking point or breakup? Why publishers fear a Google ad breakup could backfire

With the antitrust trial against Google’s alleged ad monopoly set to wrap by year’s end, the industry buzz has shifted to the fallout. Will Google’s ad empire get dismantled? And if so, will it be a clean break or just a few loose threads? Maybe Google will just be slapped with a hefty fine.

For publishers, the stakes are high — this hits close to home. Behind closed doors, some are nervously biting their nails, worried that lawmakers might actually follow through on breaking up the tech giant.

Make no mistake — they’re hungry for change. After nearly two decades of living under Google’s thumb, they’re savoring the sight of the tech giant sweating under the legal microscope.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.