The Department of Justice going after Google — Jordan Koene // Previsible

Show Notes

• 01:57
  The reason for Googles antitrust lawsuit

  The lawsuit is a continuation of an effort by the Department of Justice (DOJ) and attorney generals to prove that Google has abused its dominance and has unfair market control. This control affects not only tech businesses but also those they serve and support.
• 03:17
  The DOJs proposal to split Google into two separate entities

  The Department of Justice seeks to split Google into two separate entities, one for their ad business and one for their other services such as email and cloud infrastructure. This is to prevent the ad component from manipulating the other segments of Google.
• 04:55
  The challenge of proving Google's dominance within the digital advertising landscape

  Despite Google Ads being the largest revenue and profit center for Google, there are a lot of other competitors like TikTok and Meta. So, the state needs to prove if combining the two components of Google gives them an extreme advantage over competitors.
• 07:36
  Why regulating Google is difficult

  Google's lawyers can argue against the demand to break up by pointing to companies like Amazon, Microsoft, and equivalent companies in China. Due to the complexity of the business structure and competition, it makes the Attorney Generals job harder.
• 09:32
  Why Google is being targeted by the DOJ

  Google is under attack due to allegations of having too much market share and causing harm to publishers, advertisers, the ad tech space, and internet users. Regulation would be a better path forward rather than a company breakup.
• 11:43
  The benefits of breaking up Googles ad business

  A split off of Google's ad business could force the company to innovate and develop advertising revenues through other channels. But, it may cause Google to deviate from its core expertise in providing a top-notch search engine experience.