In the News
Marketers on high alert with DOJ ‘out for Google’s blood,’ experts say
The US Department of Justice (DOJ) alongside eight states brought a new lawsuit against Google, accusing the tech titan of illegally operating a monopoly of the technology backing the digital advertising economy…
Of course, not everyone shares the same positive outlook. Josh Withrow, a fellow of tech and innovation policy at the R Street Institute, a free markets-focused think tank based in Washington, D.C., argues that breaking up Google’s ad business will only reduce the seamlessness and efficiency of the current digital advertising ecosystem. “A vertically-integrated system like Google’s adtech stack generally creates efficiencies that lower costs. Forcing costs higher on Google’s platform by breaking it up may benefit its competitors, but it’s difficult to see how this advances consumer welfare,” he says. “By seeking to break up Google’s ad stack wholesale, the DOJ is making the mistake of substituting a hypothetically better alternate history of digital ad markets for the generally well-functioning, competitive one that exists now. That shouldn’t be the role of antitrust enforcement.” In essence, Withrow’s point is: why try to fix what’s not broken?