US Threatens Breakup of Google’s Search & Advertising Power

Just last year we saw something in online advertising and search that was remarkable. Rather than a work of art or an achievement of science, a landmark case has taken the stage. Not to say we didn’t have plenty of the former of course.

But one of the most significant events of the year was one centred around Google. In which a US court case officially ruled that the company had illegally crushed its competition in online search.

 

The Court Case

The case originated from the US department of justice targeting Google for anti-trust practices in 2020. Due to having an estimated control of over 90% of the online search market.

As the judge ruled against Google, the international company was left to the consequences of the case. Fines are expected as the common outcome but more than that appears to have been put on the table.

With the potential break up of the company itself being a real outcome.

There is keen interest in breaking the almost complete control the tech giant has had over the online space for over the last decade.

Removing the overall monopoly Google has on the search engine space and allowing competitors equal opportunity to thrive. Possibly even forcing the company to rebuild or restructure its divisions as smaller separate bodies.

There is even the chance that Google will be forced out of the search engine space for a limited time. Meaning the giant in search engine technology would have to reframe from using some of its biggest tools for a time.

 

Another Blow to the Advertising & Search Giant

Following this the UK government also granted new powers to the market regulator to police digital markets. Giving the watchdog additional strength which led to an almost immediate turn towards major tech giants.

The CMA intends to directly investigate Google’s position in search and search advertising. Given it affects thousands of people and businesses.

A key part of this is determining and ensuring there is effective competition in this area. Potentially leading to further action against Google and other tech giants such as Facebook down the line.

 

A New Age of the Internet

What the outcomes of all of these actions will remain unclear for some time. That said, the mere precedent of disrupting the massive ownership of major tech companies is striking.

Google has been the go to for advertising in search, a reliable option for many businesses. Yet it is possible that within the next few years its prominence could dramatically change. With other businesses moving into the space to provide their own services.

The landscape of the online internet and even our culture, may be in the process of changing completely. In a way that hasn’t happened since Google first became a household name.

 

Need help Navigating Advertising in the Online World?

If you are concerned about your own business keeping up with these changing times, get in touch!

We have the experience and knowledge to help you navigate the online space, so you don’t miss out on key opportunities.

Contact us today to discuss our consultancy services. We will work closely with you to refine your advertising strategy and more. So that you can make the most of the digital resources around you.

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