Can the DOJ disrupt Google’s ad tech dominance?
a Bloomberg News reporter who covers antitrust, about the possibility that Google might actually, finally, get broken up. Our conversation has been edited and condensed for clarity.The Justice Department is taking aim at this thing that you as a consumer probably never see, which is all of these tools that help buy, sell, and serve online ads.
That’s really interesting because it’s been unknown in the online ad space how much money from advertisers actually gets to websites. There was this really interesting study that was done by a fancy accounting firm for a group for online advertising, and they found that 25 cents out of every dollar just sort of disappears. They weren’t sure where it went.that says, “Since 2019, the United States has purchased in excess of $100 million in open web display advertising.
Google controls 26 percent of all online display ads, more if you add in YouTube, but there are all sorts of types of ads that Google doesn’t compete in. Google can’t offer TikTok ads. There are all sorts of other types of ads that exist, yes, but they’re not really in the same market as what we’re talking about here. It’s a different type of ad. And so they’ve been pointing to the fact that, “We have some new competitors here. Apple has started offering advertising.
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