On the 5th of August 2024 , the U.S. Department of Justice (DOJ), along with several state attorneys general, secured a significant victory against Google in an antitrust case. The ruling, issued by U.S. District Judge Amit Mehta, found that Google had illegally monopolised two key areas: online search and text advertising.
Google was found to have locked up approximately 90% of the internet search market through various agreements. For instance, it partnered with Apple to be the default search provider in the Safari web browser and had similar arrangements with handset makers and mobile carriers like Samsung and Verizon. This dominance was deemed anticompetitive and illegal. The court ruled that Google's actions disadvantaged competitors, particularly Microsoft, in the market for ads displayed next to search results. By doing so, Google maintained its monopoly in this area as well.
This ruling could reshape how technology giants operate and may lead to changes in Google's practices related to search and advertising. Here are some examples of what could happen.
1. Search Engine Default - Google may no longer be able to secure exclusive deals with device manufacturers or browsers to be the default search engine. This could open up opportunities for other search engines to gain more prominence.
2. Level Playing Field - The ruling might encourage Google to provide equal access to its search index and advertising services for competitors. This could lead to fairer competition and more innovation in the search market.
3. Ad Auction Transparency - Google's ad auction process could become more transparent. Competitors might gain better insights into how ad placements are determined, which could foster a more competitive advertising landscape.
4. Data Sharing - Google might be required to share more data with advertisers and competitors, allowing them to better understand user behavior and improve their own services.
Note, these are speculative examples, and any changes to Google’s search engine and advertising services might depend on further legal proceedings or negotiations between the DOJ and Google’s parent company.
Source
(1) DOJ, states win Google search antitrust case - POLITICO. https://www.politico.com/news/2024/08/05/google-antitrust-lawsuit-00172678.
(2) Google loses antitrust case over search - NBC News. https://www.nbcnews.com/business/business-news/google-loses-antitrust-case-search-rcna165246.
(3) Google loses massive antitrust case over search. What judge's ruling means for you.. https://www.msn.com/en-us/news/technology/google-loses-massive-antitrust-case-over-search-what-judges-ruling-means-for-you/ar-AA1ohTzE.
(4) Google's online search monopoly is illegal, US judge rules. https://www.msn.com/en-us/news/technology/us-judge-rules-googles-monopoly-of-online-searches-is-illegal/ar-AA1ohx5M.
(5) Google’s Search Business Violates Antitrust Laws, Court Finds In Major Ruling. https://www.msn.com/en-us/news/technology/googles-search-business-violates-antitrust-laws-court-finds-in-major-ruling/ar-AA1ohxhq.