{"id":8364,"date":"2024-08-06T19:14:45","date_gmt":"2024-08-06T19:14:45","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/what-the-google-antitrust-ruling-could-mean-for-advertisers\/"},"modified":"2024-08-06T19:14:45","modified_gmt":"2024-08-06T19:14:45","slug":"what-the-google-antitrust-ruling-could-mean-for-advertisers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/what-the-google-antitrust-ruling-could-mean-for-advertisers\/","title":{"rendered":"What the Google antitrust ruling could mean for advertisers"},"content":{"rendered":"


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Google\u2019s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. It could result in a big hit to parent company Alphabet\u2019s bottom line; more and better search choices for people; and lower-priced, more effective advertising.\u00a0<\/p>\n

We won\u2019t know until U.S. District Judge Amit Mehta hands down the penalties in a few months. However, Google has said it will appeal the ruling, so it will likely be years before anyone knows for certain how everything will fall out.\u00a0<\/p>\n

Dig deeper: Why Google lost: The DoJ\u2019s case in 11 slides<\/a><\/em><\/strong><\/p>\n

That said, the ruling comes at a good moment for competitors. Thanks to changes in consumers\u2019 online behavior, people are getting used to using things other than Google.\u00a0<\/p>\n

\u201cPeople no longer rely on just one source,\u201d Marcel Hollerbach, chief innovation officer at product-to-consumer company Productsup, told MarTech \u201cDepending on what you need, you might head straight to Amazon for a last-minute phone charger for an upcoming trip, browse TikTok for recipe ideas for an upcoming dinner party, visit Reddit for engineering advice, or turn to ChatGPT for help with asking for a raise.\u201d\u00a0<\/p>\n

AI-powered search<\/h2>\n

Combine that with the new types of AI-powered search, and it\u2019s easy to see how there could be a real challenge to Google\u2019s dominance for the first time.<\/p>\n

\u201cThis has happened at a perfect time for their competitors because you\u2019ve got OpenAI, you\u2019ve got Microsoft and the fundamentally different conversational search underpinned by AI, which I think completely transforms the consumer experience,\u201d Amelia Waddington, chief product officer for search intelligence vendor Captify, told MarTech.<\/p>\n

Google\u2019s own efforts with generative search <\/a>have shown it isn\u2019t yet ready for prime time. However, with companies like OpenAI and Microsoft also developing versions, likely someone will soon get it right.\u00a0<\/p>\n

\u201cAs AI-powered search technologies (like Search GPT) emerge, this ruling could lead to new solutions that pair speed, ease of use, and privacy protections that ultimately put Google on its heels,\u201d Lance Wolder, head of strategy and marketing for digital media agency PadSquad, told MarTech. \u201cThis ruling \u2026 presents an opportunity for privacy-first engines (like DuckDuckGo and Brave) to go on the offensive to gain traction, potentially becoming the default options on devices or platforms.\u201d<\/p>\n

Solution needs to be more than more choices<\/h2>\n

Any remedy that seeks to create a level playing field for text search would have to do more than end Google\u2019s ability to be the default search engine for Apple, Android and Firefox. The fact that we use the verb \u201cto Google\u201d demonstrates the company\u2019s dominant position with the public.<\/p>\n

Google\u2019s browser Chrome is similarly dominant, something it\u2019s difficult to see changing any time soon.\u00a0<\/p>\n

\u201cIs there a current browser whose functionality right now could suddenly take over here?\u201d said Wallingham. \u201cThere has to be a compelling reason why, and I don\u2019t I don\u2019t see that in other browsers. And the prices that Google can charge for their search-based advertising, that\u2019s entirely based on the percentage of market share they have. Right?\u201d<\/p>\n

Even with more choices offered, user inertia alone would leave Google and Chrome with enormous market share. So the company could still charge what it wanted for search ads. One possible solution for that would be to have the company sell off Chrome and perhaps prevent Google from being a default search choice for some time.<\/p>\n

Breaking up may be good to do<\/h2>\n

\u201cOne of Google\u2019s biggest advantages in the AI market is its ability to integrate the technology across its various services seamlessly,\u201d said Hollerbach. \u201cThe same goes for Microsoft or Amazon. If we were to see any parts of these businesses split, it could pave the way for other \u2018best of breed\u2019 AI players to rise up.\u201d<\/p>\n

Whatever the final decision in the case turns out to be, it will likely cause problems for other companies and digital advertisers.<\/p>\n

\u201cIn addition to diversifying SEO and SEM strategies, organizations may experience even more disruption in digital advertising performance as the flow of data about user interests and behaviors becomes more fragmented and scrutinized,\u201d said Andrew Frank, distinguished VP Analyst in Gartner\u2019s Marketing Practice.<\/p>\n

While no one is worried about Apple\u2019s survival, the deal that made Google the default search choice on its devices and browser brought in $18 billion last year. Samsung will also take a financial hit for similar reasons.\u00a0<\/p>\n

The organization that would take the biggest hit from ending its default search deal with Google is the non-profit Mozilla. The maker of the Firefox browser got $510 million from Google out of $593 million total revenue in 2021-2022, according to its latest financial report.<\/p>\n

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Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Google\u2019s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. It could result in a big hit to parent company Alphabet\u2019s bottom line; more and better search choices for people; and lower-priced, more effective advertising.\u00a0 We won\u2019t know until U.S. District Judge Amit Mehta hands down […]<\/p>\n","protected":false},"author":3,"featured_media":7542,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nWhat the Google antitrust ruling could mean for advertisers - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/what-the-google-antitrust-ruling-could-mean-for-advertisers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What the Google antitrust ruling could mean for advertisers\" \/>\n<meta property=\"og:description\" content=\"Google\u2019s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. 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