A Verdit on Google & Ad-Tech

The ad-tech world has been abuzz over last month’s ruling that Google maintains an illegal monopoly in online advertising - harming publishers, customers, and all consumers of the open internet. And while we’re still waiting for the specific penalties to be doled out, now seems like a good time to check in with Datafy’s Kelby Bosshardt, president, co-founder, and go-to ad-tech expert, for some FAQs on what this ruling may mean for the ad-tech industry in the big picture. 

Question: How did we get here and what comes next? 

After decades of pushing for profitability and growth at any cost, Google has developed three major pillars of its internet monopolization: Search, browsing (via Chrome), and digital advertising. This recent ruling could force it to bring down the anti-competitive walls it has built around its digital advertising business and open up opportunities for smaller companies. Up to this point, there hasn’t been enough regulatory pressure to keep Google from controlling the whole ecosystem and singlehandedly setting the tone for the ad-tech industry. That’s set to change now. 

Question: Is this lawsuit related to the other big Google lawsuit from 2024? 

The 2024 lawsuit on Google’s illegal online search monopoly was a pivotal moment for the company and the industry because it demonstrated that the political will exists to potentially force the company to spin off Chrome - the engine that feeds the beast of its digital advertising. Data from Chrome tells them who, how and when to target, and spinning it off would impact Google’s ability to know everything about consumers’ internet activity - and therefore how to target audiences with such precision. 

While the 2024 lawsuit addresses a different pillar of Google’s internet monopolization (browsing vs. digital advertising), it showed that there was a political appetite to reign the Google monopoly - and we’re seeing that play out again now.  

Question: Is this a good thing? 

Overall, this ruling is welcome news for advertisers, and the open internet as a whole. While there may be some short-term disruptions, ultimately if the DOJ succeeds, it will make the internet a better place by fostering more competition and innovation. 

It’s no secret that Google has been engaging in anti-competitive practices for a long time. Its entire framework is about monopolizing the internet, and the latest ruling on digital advertising is another step in the right direction of bringing fairness back to the open internet. 

The Google lawsuit and its impact on the ad-tech industry is moving quickly - but we’re here to help it make sense. We’ll be back with more information as the case continues to move forward, but don’t hesitate to reach out to your Datafy CX rep if you have any questions in the meantime.