Today, Google faces off against the US Department of Justice in an antitrust case that will focus on the tech giant’s ad tech and its potential monopolization of the industry.
Google has had more than its fair share of antitrust problems. As one of the biggest tech firms in the world, the company has been lambasted on more than one occasion for stifling competition and monopolizing industries.
Now, this new antitrust case could have a big impact depending on the result, not just for Google, but for the entirety of big tech.
Google Ad Tech Trial Begins
Today, the antitrust trial against Google kicks off, with the tech giant defending itself against claims that it has a monopoly in the advertising space from the US Department of Justice.
In early August, a District Judge ruled that Google, in so many words, “is a monopolist, and it has acted as one to maintain its monopoly.” This case is a direct result of that ruling, with Google naturally wanting to appeal the decision.
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The case is far from without merit. Google has been dominating the search game for decades, which has led to undeniable success when it comes to ads. In fact, the company earned more than $200 billion just last year, all from its ad revenue.
Antitrust History of Google
If you’re at all shocked by the charges currently being levied against Google, then you aren’t nearly familiar enough with the tech giant’s legal past. In fact, the company is currently embroiled in multiple antitrust cases, with a lengthy history of fending off these kinds of accusations.
From its problematic Play Store practices in a battle with Epic Games to its search engine domination, Google has been prone to antitrust cases throughout its recent history.
“Google’s monopolies in each of these separate markets was no accident but rather the result of a campaign to condition, control, and tax digital advertising transactions over 15 years. This campaign was exclusionary, anticompetitive, and mutually reinforcing.” – the US Justice Department in 2023
What Does This Case Mean for Big Tech?
The stakes are quite high for this case when it comes to the future of Google. If the tech giant can’t win the case, there is a good chance it will be required to sell off some of its ad business, including Google Ad Manager.
The impact for the rest of the tech industry is notable as well. With antitrust cases ramping up over the last few decades, this case has the potential to levy serious consequences for a big tech firm, rather than paltry fines that barely impact their bottom line.
All that to say, if there is one antitrust case you should keep an eye on in 2024, this is it.
