Google can be broken, but the best marketing specialists do not encourage

Google could break. The response of marketing specialists? To raise your shoulders.

Google is fighting distinct decisions in two cases of American money Montrust which revealed that the company illegally monopolized research and Adtech companies. Although the exact remedies have not yet been determined, Google tries to avoid divesting assets like its precious chrome browser and key parts of its Adtech under the hood.

Marketing specialists collectively spend more than $ 264 billion in advertising on Google properties like YouTube and are looking for each year. So, they must prepare for the perspective of the largest player in the market amputating the members and losing a little power, right?

RIGHT?

Well, not so fast.

Many agitators who push for a break from Google are those who, without surprise, benefit the most: the owners of platforms on the request, announcements of ads and platforms on the supply side which compete directly with the adjudicated shenanigans of Google, or the publishers.

But you would find it difficult to find the CMO of a large brand speaking publicly of the question, or even by putting a lot of stock. For the moment, Google has a large audience they want and advertisements that seem to work.

Like Rob Norman, the former digital director of the giant group of the announcement, said it with Irony: “My feeling is that advertisers appreciate a well -organized oligopoly – Meta, Amazon, Alphabet and a few others.”

“This is a drug that people have become dependent,” said a marketing specialist in a medium -sized company, which has requested anonymity to protect trade relations. “The rupture or no break, people continue to spend in these places because there is a lack of real alternatives that deliver.”

This does not mean that CMOS will not be delighted with a more user -friendly Google for marketing specialists.

Marketing specialists and marketing consultants told BI that they hoped that the result of the two antitrust cases could force – or at least encourage – Google to be more transparent on its data and to open its systems to operate with other third -party tools. There is also a somewhat optimistic theory according to which any weakening of Google could make it less powerful with regard to the table on the negotiation of major advertising transactions.

Decisions could be monumental in certain corners of the advertising industry, but at a time when CMOs face the prospect of a recession, prices, geopolitical uncertainty, DE Rollbacks and the main advertising budget cuts, dealing with the fallout from a potential google break up.

“For the CMOS company, this is a problem to delegate,” said Steve Boehler, founder of the marketing consulting company Mercer Island Group.

It is also a precarious moment for CMOS to take a public position on any problem button problem.

Google did not provide a comment for this story.

The initiates of the advertising industry have long pushed Google to open its “black box”

The main marketing specialists may not react immediately, but both cases always have the potential to shake up online research and advertising.

Let’s see quickly at speed.

Last summer, a judge judged that Google had violated the American antitrust law by maintaining a monopoly with its online research activity. The case has become back to court this week to decide which remedies could be imposed in Google. These could include forcing it to sell Chrome, ending the exclusive agreements with Apple to be the default search engine on smartphones or the rupture of its Android mobile operating system.

And last week, another judge ruled that Google has an illegal monopoly on certain Adtech markets. Google has an advertising server that publishers use to manage their inventory, the purchase of tools that advertisers use to buy announcements and an exchange of ads that connects both. This dynamic was similar, according to a manager from Google, quoted in the decision, at “Goldman or Citibank with the NYSE”. The judge will establish an hearing later to determine the appeals in this case, which, according to industry experts, could include the forced elimination of the adtech activity of the Google publisher.

The huge warning in both The cases are that Google said it provides for callingwho could repel the Implementation of any recourse proposed by years.

For some in the advertising industry, the finest details are not relevant because the Schadenfreude to see Google lose two successive antitrust cases in court is a victory.

“Agencies, advertisers all understand that they pay a bonus for a lack of competitive advantage,” said Dave Helmreich, CEO of Adtech Triplelift.

“There is a desire that I have heard of people from the industry so that Google is punished for something,” he added.

And the remedies aside, some initiates of the industry hope that the ongoing antitrust control, in the United States and abroad, will mean that Google will be more open to the famous long requirements. Could this finally let advertisers use their own favorite adtech to buy announcements on YouTube, rather than having to go through Google directly? Could Google become less precious to leave advertisers audit their Google advertising campaigns with third-party measurement tools rather than simply using the Google ad server?

“Advertisers want interoperability to promote competition and independence to allow responsibility,” said Gerry d’Angelo, principal advisor at McKinsey and former vice-president of the world media to Procter & Gamble.

Such changes could increase the bar of the entire Adtech industry, said Arielle Garcia, a former agency manager who was now chief of the guard dog for non -profit announcements check my announcements.

“Given Google’s domination in Adtech, they were able to establish the standards,” said Garcia, who used the example of Google not asserting the “knowing your client” requirements that he monetizes on his advertising network. “Why would a small player invest in the quality or application of policies in a way that a greater player has not?”

While research evolves, the domination of Google jumped

While Google and Adtech research cases continue to make their way through the long legal process, CMOS monitor wider changes in consumer behavior and how they should adapt their marketing budgets in response.

Competitors like Chatgpt, Tiktok and Amazon of Openai gain on the domination of Google’s search. The Emarketer research firm, a sister company of Business Insider, predicts that Google will fall below 50% of the market for American research announcements in 2025, for the first time since it started to follow space in 2008. This is partly due to the competition of retail media platforms like Amazon, Walmart and Ebay, in addition to new players in the general market.

“Google will be forced to compete harder and to develop in one way or another, perhaps more quickly than it would have done anyway thanks to the natural rate of change on the market,” said Andrew Warner, marketing consultant and former CMO in brands such as Sony, LG, Monster and Expedia.

“This is probably a plus for marketing specialists and consumers they serve,” added Warner.

For the better or for the worst, many marketing specialists agree with the status quo for the moment.

“There is no common feeling that advertisers want Google to become less powerful because, in exchange for the apparent omnipresence of Google, advertisers obtain unequaled signals for effective and effective and effective media planning and optimization,” said Nikhil Lai, principal analyst of the Forrest research firm.