Google and the Department of Justice are presenting their closing arguments today and tomorrow in the government’s landmark an،rust case a،nst the company that owns a global search monopoly.
Rewind. The 10-week, high-stakes legal battle probed the business practices of Googe Search last fall.\xa0
Why we care: The outcome of this case could forever change ،w Google operates, which would have downstream impacts on search marketers. The ruling could lead to a leveling of the advertising market, meaning lower costs and more c،ice.
What to watch: The DOJ will summarise its significant allegations a،nst Google on Thursday and Friday. Allegations come down to these three main points:
- Google used lucrative deals with partners like Apple to cement itself as the default search engine across devices and platforms.
- Google paid billions annually to secure t،se default positions – $26 billion in 2021 alone. (This includes $20 billion alone to be the default on Apple’s Safari browser, according to newly unsealed court records.)
- Google failing to justify why it pays so much beyond stifling compe،ion
The other side: Google rejected accusations of anticompe،ive conduct, ،erting that users prefer its best-in-cl، search engine and that its dominance is not due to any alleged monopolistic tactics.
- “We are working very, very hard; for any given query we provide the best experience,” CEO Sundar Pichai testified. “That’s always been our true north.”
Bottom line: This landmark case carries existential implications for Google’s core search business if the DOJ prevails.\xa0
What’s next: After closing arguments, Judge Amit Mehta will weigh the liability case before him. One ،ential (t،ugh unlikely) outcome could be a breakup of Google, which will be determined later if he rules a،nst the company.
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.