Google is unquestionably a large and influential organization. However, many other companies and competitors in the field are already gaining market share. TikTok's market share in the digital ad market had more than doubled by 2022. Amazon accounted for 11.7% of US digital ad spending last year, with that figure expected to rise to 12.4% by 2023.
Then, why only Google?
It makes sense given that Google leaves no room for legitimate competition in the ad tech industry to ensure opportunities for all. According to the Justice Department, Google's dominance allows it to keep at least $0.30 of every dollar advertisers spend through its online advertising tools.
Competition in the advertising market is important for a variety of reasons. It paves the way for innovation, better quality at a lower price, and fairness in consumer choice.
In this case, if the Department of Justice eventually wins the lawsuits, it could cause significant changes in the online advertising market. It will probably affect how advertisers reach their audiences and allocate their ad budgets.
As Google is forced to divest a large portion of its ad technology products, marketers may be forced to pay more to reach the same audiences. Or they may have to end up seeking other expensive ad platforms.
Litigations may also stifle innovation and reduce the development of new technologies, features, and products that benefit marketers. It is not just applicable for Google but for all ad platforms that may feel hesitant to come up with new products and services.
Digital marketing is essential for any business to thrive in today's competitive market. That said, it is no wonder that this heated antitrust fight leaves marketers agitated. But, be it Google or other tech companies, facing legal challenges for advertising practises is not anything new.
Ultimately, if Google loses the battle, we believe the overall impact it will have on the online marketing landscape will be enormous. But for now we will have to wait and watch with fingers crossed on the final verdict!