{"id":8427,"date":"2024-08-13T17:31:18","date_gmt":"2024-08-13T17:31:18","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/the-google-monopoly-verdict-more-industry-reactions\/"},"modified":"2024-08-13T17:31:18","modified_gmt":"2024-08-13T17:31:18","slug":"the-google-monopoly-verdict-more-industry-reactions","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/the-google-monopoly-verdict-more-industry-reactions\/","title":{"rendered":"The Google monopoly verdict: More industry reactions"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>With Google <a rel=\"nofollow\" href=\"https:\/\/martech.org\/federal-judge-rules-google-violated-antitrust-law\/\">ruled a monopoly<\/a> in the world of search, reactions from the search advertising world continue to pour in.<\/p>\n<p>Here\u2019s a selection of comments grouped by topic.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-google-s-appeal-and-the-future-legal-battle\">Google\u2019s appeal and the future legal battle<\/h2>\n<p>Julie Bacchini, president and founder of the agency Neptune Moon, underscores that while the court ruling declaring Google a monopoly is significant, the real impact will emerge during the remedy phase and Google\u2019s inevitable appeal.<\/p>\n<ul>\n<li>\u201cGoogle will appeal (and they said they will in their comically bad statement about the ruling) and that will be a slow process. But it is the remedy phase that will ultimately decide what this ruling will actually mean in practical terms.\u201d<\/li>\n<li>\u201cAlso, this case was as much about setting the table for the Google advertising case that goes to trial in September. This case got A LOT on the record that will likely be used in the upcoming trial.\u201d<\/li>\n<li>\u201cMonopolistic behaviours have gone essentially unchecked in a lot of industries since the Reagan administration and maybe that hasn\u2019t been such a good idea. These cases are starting to try to act on that. The App store cases run along the same lines.<\/li>\n<li>\u201cIf the Sherman antitrust act had been enforced over even the last 25 years, the business landscape would look very different. It wasn\u2019t and we have what we have.\u201d<\/li>\n<li>\u201cTo be fair too, Google is like any other publicly traded company today \u2013 their primary goal is to make sure the meet analysts expectations every quarter. That\u2019s it. And I think we often forget that. Their decisions all come back to that core. And what that makes them do can make it\u00a0feel like they are a big, kinda evil corporation.\u201d<\/li>\n<li>\u201cThere are a lot of openings for appeal issues, I agree. But I really think the testimony they got and internal Google documents are going to be a tough hill for Google to climb in the Ads case. So I can\u2019t help but wonder if this case was more about making that one stick?\u201d<\/li>\n<\/ul>\n<p>Oscar Ford, CEO at Google Ads agency Anuncia, finds the ruling\u2019s development fascinating and anticipates a prolonged legal battle due to Google\u2019s appeal.:<\/p>\n<ul>\n<li>\u201cGoogle are appealing the ruling, so this will roll on for a while longer. I\u2019m not sure what the outcome is, but to break up an existing monopoly the only option surely is to split it into separate companies?\u201d<\/li>\n<li>\u201cGoogle\u2019s response to the ruling is amusing but they have a point \u2013 they have made the best search engine and nothing else has come close for decades.\u201d<\/li>\n<\/ul>\n<p>Chris Ridley, head of paid media at integrated digital agency Evoluted, predicts a resolution similar to that of Google shopping in 2017:<\/p>\n<ul>\n<li>\u201cWhat I do see happening is an echo of what we saw happen to Google Shopping in 2017. A similar EU ruling regarding Google\u2019s Shopping that led to Google opening up their Shopping space to third-party Comparison Shopping Services (CSS), which were granted a 20% discount on cost-per-clicks (CPCs) to ensure they could fairly compete.\u201d<\/li>\n<li>\u201cThis could lead the way to Google introducing Comparison Text Advertising Services to the Google text ad market to dismantle Google\u2019s monopoly on the text advertising market, which may also benefit from a similar discount on CPCs as a gesture of Google encouraging competition on their SERPs.\u201d<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/what-the-google-antitrust-ruling-could-mean-for-advertisers\/\" target=\"_blank\">What the Google\u00a0<strong>antitrust<\/strong>\u00a0ruling could mean for advertisers<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-market-dynamics-and-google-s-competitors\">Market dynamics and Google\u2019s competitors<\/h2>\n<p>Chris Lloyd, a freelance marketing consultant, points out that Google\u2019s market share has been declining due to its inability to innovate:<\/p>\n<ul>\n<li>\u201cI think we are already seeing their decline, and it\u2019s not due to regulatory rulings. Google has been losing market share for a couple of years now. Quite simply they can\u2019t build and innovate and will continue to be outplayed by Perplexity, OpenAI, Meta, Apple.\u201d<\/li>\n<\/ul>\n<p>Sam Tomlinson, EVP and digital strategist at the agency Warschawski, criticizes the legal reasoning in the 286-page ruling, particularly the market definition, which he believes won\u2019t hold up on appeal.<\/p>\n<ul>\n<li>\u201cThe market definition was categorically insane to me \u2013 something I don\u2019t think gets upheld on appeal\u201d<\/li>\n<li>\u201cIt isn\u2019t like the winner today is always the winner tomorrow. Google even admitted that (and the court agreed) in this ruling, where they highlighted that Google has innovated massively, at great expense, despite having a \u2018monopoly\u2019\u201d<\/li>\n<li>\u201cEvery other company, hedge fund, investment bank and PE fund does the\u00a0exact same thing\u00a0\u2014 which is why this feels ridiculous. It isn\u2019t good or bad, it\u2019s just profit-driven, because profit is an existential imperative for any business\u201d<\/li>\n<\/ul>\n<p>Navah Hopkins, Brand evangelist for Optmyzr, is disappointed that the US failed to establish search advertising as a distinct market:<\/p>\n<ul>\n<li>\u201cI am disappointed in the US for not being able to make the case that search advertising is a market (I understand there\u2019s another case in September, but the ruling makes it clear that information just wasn\u2019t presented).\u201d<\/li>\n<li>\u201cThe fact that this case started in 2020 and that\u2019s when PMax began to really take hold speaks to the diversification that was clearly top of mind for Google. As the ruling stated \u201csearch text ads are a monopoly\u201d but search advertising was not. PMax gives Google the cover it needs to still have some search without running a foul of the search text ads monopoly rules.\u201d<\/li>\n<li>\u201cThat Microsoft was brought up as a serious competitor felt disingenuous. Though it is interesting to see how CPCs trended after each other (i.e. the market drove up costs not Google itself\u2026which I\u2019m skeptical about)\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-ethical-and-practical-concerns\">Ethical and practical concerns<\/h2>\n<p>Sarah Stemen, a paid search specialist, reflects on her disillusionment with Google and doubts any significant penalties will arise:<\/p>\n<ul>\n<li>\u201cI need to stop\u00a0gaslighting myself into thinking Google is great because they built my career. This is a capitalist driven company that lost sight of any values and it sucks.\u201d<\/li>\n<li>\u201cI think we all remember Microsoft and I would like to think that\u2019s the outcome but I don\u2019t actually think any penalty of any significant difference will happen especially under our current administration and court system.\u201d<\/li>\n<\/ul>\n<p>Reid Thomas, a marketing strategist, observes that the US ruling aligns closely with the EU\u2019s mandate &amp; questions a meaningful mandate:<\/p>\n<ul>\n<li>\u201cOur point of views are all very US focused \u2014 isn\u2019t this ruling very aligned with the EU ruling from a few years ago that mandated search engine choice?\u201d<\/li>\n<li>\u201cI also think it\u2019s quite disingenuous to target the distribution agreements with the \u2018If Google is so great, why are they paying?\u2019 and the answer is: because this is a competitive market, and others could pay, too.\u201d<\/li>\n<\/ul>\n<p>The diverse opinions highlight the complexity of the issue and the far-reaching implications of the ruling for the tech industry, digital advertising, and antitrust law. As the legal process continues and potential remedies are considered, many in the industry are watching closely to see how this decision might reshape the future of digital advertising.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/the-google-monopoly-verdict-more-industry-reactions\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With Google ruled a monopoly in the world of search, reactions from the search advertising world continue to pour in. Here\u2019s a selection of comments grouped by topic. Google\u2019s appeal and the future legal battle Julie Bacchini, president and founder of the agency Neptune Moon, underscores that while the court ruling declaring Google a monopoly [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8428,"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-8427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Google monopoly verdict: More industry reactions - 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\/the-google-monopoly-verdict-more-industry-reactions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Google monopoly verdict: More industry reactions\" \/>\n<meta property=\"og:description\" content=\"With Google ruled a monopoly in the world of search, reactions from the search advertising world continue to pour in. 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