Google’s Antitrust Battle: What It Means for Marketers and Why the Future Isn’t All Doom and Gloom

Recent news on the antitrust rulings against Google in the United States, alongside ongoing investigations in the UK and EU, have cast a wider spotlight on Google’s dominance in the ad tech ecosystem. With 38.9% of surveyed audiences in the UK discovering new brands through search, and 88.4% of them primarily using Google to do so (data from GWI), marketers have long understood the importance of integrating Google within our strategies. As the US continues pushing for Google to break up their AdTech assets, the concern for how these proposed consequences may impact our industry can seem daunting. However, they open up room for a conversation on the future of digital marketing and opportunities for diversification, innovation, and enhanced transparency.

Are Google Selling AdX and DFP?

In April 2025, the U.S. federal court determined that Google had unlawfully monopolised the digital advertising market, particularly through its Ad Exchange (AdX) and DoubleClick for Publishers (DFP) platforms. The Department of Justice (DOJ) has since proposed a structural remedy: requiring Google to sell these parts of its AdTech infrastructure. This move aims to dismantle what the DOJ perceives as an entrenched monopoly that stifles competition and innovation.

Naturally, Google contests these findings, arguing that such a breakup would be technically complex and detrimental to the digital advertising ecosystem. Instead, the company has proposed behavioural remedies, including increased transparency in ad auctions and equal access to bidding tools for competitors.

Meanwhile, in the UK, the Competition and Markets Authority (CMA) has provisionally found that Google abused its dominant position by favouring its own ad tech services, harming competition and disadvantaging publishers and advertisers. Similarly, last year, the European Commission rejected Google’s offer to sell part of its ad tech business, deeming it insufficient to address competition concerns

There’s also another antitrust case occurring alongside, where the DOJ (and now FTC) have found Google holds a monopoly on search, so don’t get the headlines mixed up when you look through the news!

Implications for Transparency and Data Access

One of the central criticisms against Google centres around the lack of transparency within its ad auction processes. The DOJ’s proposed remedies include requiring Google to release auction code under an open-source license and to share auction data with competitors. Such measures could democratise access to valuable data, enabling advertisers and agencies to make more informed decisions and fostering a more competitive environment.

For those of us in marketing, this shift would mean enhanced visibility into ad performance metrics, facilitating more strategic campaign planning and optimisation (which I’m sure we’d all love to get our hands on!).

Opportunities for Diversification

The potential restructuring of Google’s ad business underscores the importance of diversification in digital marketing strategies. Relying heavily on a single platform poses risks, especially while future ad tech regulation remains uncertain.

Marketers should consider exploring alternative advertising channels, such as programmatic advertising platforms, social media networks, and the emergence of ad placements within AI models and platforms. These avenues not only mitigate dependency risks but also offer access to diverse audiences and innovative engagement formats.

Strategic Takeaways for Marketers

• Stay Informed: Keep up to date on regulatory developments in key markets, including the US, UK, and EU, to anticipate changes that may impact advertising strategies. Decisions in one market are likely to impact global strategy, so plan accordingly.
  
• Diversify Channels: Explore and invest in a mix of advertising platforms to reduce reliance on any single provider and to reach broader audiences. Embrace opportunities to find where your niche lives so you can ensure you’re reaching them there.
  
• Embrace Transparency: Utilise increased access to data and transparent auction processes to optimise campaign performance and ROI.
  
• Keep Innovating: Adopt emerging technologies to enhance targeting, efficiency, and adaptability in marketing efforts.
  

As we wait for the next hearing on September 22nd, the antitrust proceedings against Google may be a period of uncertainty. However, they also open the door to a more competitive and transparent digital advertising landscape. For marketers, this is the moment to reassess strategies, embrace diversification, and leverage technological advancements. By staying informed and adaptable, marketing professionals can navigate these changes effectively, turning potential challenges into avenues for growth and innovation.

Looking for an innovative agency to work with on reassessing your strategies? Check out our marketing consultancy services and contact us today.