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π America vs. Google: the cost of the problem is $2 trillion.
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Google de facto dominates the market β and many don't like it. The trial started on September 12 and is gaining momentum: the threat of a forced division of the company is quite real. How will this affect the global network?
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After the EU fined $2.73 billion for promoting product price comparison services there was a whole wave of lawsuits against the company, for example, for unfair terms of use of the AdSense service. The US joined the war in 2020: a coalition of states filed a lawsuit accusing Google of a monopoly on online advertising.
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It has already been proven that Apple, LG, Motorola, Samsung and telecom operators paid huge sums to make
google.com the default search engine on smartphones with
Safari, Firefox browsers and so on. Google now controls about 90% of the search market, which guarantees protection from competitors such as Neeva's system. The lawsuit contains a direct call for the sale of the Google Ad Manager package with the ad exchange platform Doubleclick for Publishers, as well as the Google AdX advertising service.
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If the court confirms antimonopoly violations, then there are two possible solutions to the problem:
β’ Google will no longer be set as the default search engine. Naturally, the company will lose serious profit.
β’ Google will be forced to split up its advertising business and sell some of its assets. This destroys the company's business status and creates the problem of effectively managing the Β«shardsΒ» of the search empire.
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Such artificial competition will have an extremely negative impact on the quality of search services for the user. But this case can become a successful precedent in disputes with global technology giants, which are regularly accused of fraud and pressure on competitors.
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Of the 10 weeks allotted for the trial, six have already passed. Google has so far successfully resisted.
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Let's see what comes of this.
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Profits to yβall!