Amazon's ad business is taking market share An adverse result could reduce Google's competitiveness and profitability in advertising. The Trade Desk competes against Google in online advertising, and Green believes the lawsuit's eventual resolution will be a boon for his company and other online ad companies.Īlphabet shareholders should carefully follow this lawsuit. But I do believe that in any case, this will slow down Google. There is lots of other potential outcomes. There is lots of people that are talking about breaking it up. During The Trade Desk's fourth-quarter 2022 earnings call, CEO Jeff Green said that nothing good would come from the lawsuit for Google: Regardless of the outcome, this lawsuit is terrible news for Google.

Should Google lose this lawsuit, in addition to fines, the remedy could be anything from having to modify its business practices to - in the worst-case scenario - the government forcing it to divest parts of its online ad business. In the complaint, the agency said, 'This enforcement action marks the first monopolization case in approximately half a century in which the Department has sought damages for a civil antitrust violation.' Justice Department announced it had filed a lawsuit in the Eastern District Court of Virginia against Google claiming it monopolizes key digital advertising technologies.

The Justice Department lawsuit against Alphabet If ChatGPT does disrupt Google Search and Google Network's ad sales, it could imperil the source of 69% of Alphabet's revenue, according to 2022 results - a devastating blow to the company.

Google pay linkedin