As the ‘trial of the century’ nears its end, have the scales tipped in the DoJ’s favor?
In mid-September, what is arguably the most impactful trial in the history of the internet kicked off with the Justice Department taking aim at Google’s market-dominating search empire, and after this week’s proceedings, some think the government will emerge victorious.
The stakes are very high for Google, with the government alleging that it violated U.S. antitrust laws as it rose to dominance in the search market through its distribution agreements with a string of fellow large corporations, including Samsung and Verizon.
What has generated the most column inches has been its relationship with Apple, with the initial estimates pegging Google payments to remain the default search engine on the iPhone in the region of $20 billion.
Google faces legal battles on multiple fronts. However, its current battle with the DoJ in a Washington D.C. courtroom is undeniably its most critical, with Big Tech players (not just Google) involved in the proceedings all eager to keep their inner dealings under wraps.
Ad position: web_incontent_pos1
However, an apparent slip-up in this week’s proceedings revealed that Google pays Apple as much as 36% of its search revenues generated through the Safari web browser. According to Bloomberg reporters, the defendant’s head counsel “visibly cringed” when the disclosure was made by University of Chicago professor Kevin Murphy, a Google economics expert and witness for the trial.
The developments convinced Barclays analysts Ross Sandler and Tim Long to publish a note forecasting that Google is likely to lose the case – one that could potentially lead to some breakup.
However, the Barclays duo believes the eventual censure will fall short of that and estimated that eventual remedies would more likely resemble Safari users offered “choice screens” over what search engine to choose when installing the web browser.
Ad position: web_incontent_pos2
“We’ve seen choice screens rolled out on Android devices in Europe already, which hasn’t had a major impact on Google’s market cap, mostly because query share didn’t change much, and the Android channel isn’t that material to Google’s bottom line,” read a note from the duo.
However, with additional U.S. antitrust cases coming down the line next year, would a loss (albeit minor) set a bad precedent for the internet behemoth?
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu