The second antitrust trial against Google is underway, with major implications for the future of online advertising. The trial, brought about by 16 U.S. states, is specifically targeting Google’s power in the digital advertising market. This trial follows a previous lawsuit filed last year by the Department of Justice, which stipulated that Google’s search monopoly had violated federal antitrust laws.
Taking center stage in the current lawsuit is Google’s ad exchange program, also known as Ad Manager. Accusations include Google favoring its own services, rigging ad auctions, and creating an uncompetitive marketplace. Additionally, Google is facing criticism for its proposed plan of phasing out third-party cookies by 2022.
The trial has far-reaching implications for the digital realm, particularly the future of online advertising. If successful, this trial could drastically disrupt the current digital advertising ecosystem, causing a shift in power dynamics and potentially marking the end of what is currently a largely unregulated marketplace. Publishers, advertisers, and consumers could all be affected by these changes, which may shake up established business models and create opportunities for new challengers in the market.
Moreover, this case highlights the increasing scrutiny and demand for regulation of Big Tech companies globally. It is not only the U.S, but also European Union and other countries are closely scrutinizing Google’s practices and their effect on competition.
In summary, Google’s antitrust trial not only has the potential to reshape the future of online advertising but also speaks volumes on the growing global consensus to keep Big Tech under check for ensuring fair competition in the digital space.
