Blended campaign uncoupling: Along with multiple platforms to access inventory, Google’s automated blended campaigns would no longer exist. These products include Performance Max, Demand Gen, Video Views, and Video Reach campaigns. The channels blended into these products are Search, YouTube, Display, Gmail, Shopping, and Discovery – and those could reside in segmented businesses. Data-driven attribution disruption: Measurement and attribution continue to be impacted by privacy policy and device software, most notably Apple. However, Google will suffer complete signal loss across channels if not connected on the backend through Google servers. Bracing for impact amid Google’s legal battles The DOJ’s antitrust lawsuit against Google represents a pivotal moment in digital advertising.
The lightest outcome if
Apply fees and regulations: Google should lose one or more lawsuits would be fines and regulations. The DOJ could impose DB to Data rules that Google products are not the default on devices from other companies like Apple. This would impact Google’s financials and growth, but it would leave the company intact. What about advertisers? Below are ways the antitrust lawsuit could impact Google Ads advertisers. Channel access and management: Advertisers have access to numerous advertising channels via Google. If the DOJ has its way, advertisers may have to access this ad inventory through varying providers. You could have one platform for YouTube, another for Google display inventory and Google Ads for search marketing.
Extract YouTube from Google
Segment DV360 and Display network: Google’s dominance in the digital ad market is indisputable. The DOJ could break up Google’s monopoly by breaking out BA Leads DV360 and the Display Ads network. YouTube is a significant factor in Google’s advertising business. The DOJ could extract YouTube and/or display ads from Google’s core business. The objective would be to leave Google more search-focused. Gut Google’s tech stack: Google provides inventory and the buy-side of delivering digital ads. The DOJ could break this up by forcing Google to sell its Google Marketing Platform (GMP). This is unlikely, but it would break up the supply and demand side issue.
