The Google Antitrust Lawsuit Wages On

Google is currently embroiled in a series of legal battles, as the U.S. Justice Department charged Google with using its financial might and dominant position as search engine to illegally exclude competitors.  

Sounds complex – and rightfully so – as top analysts consider this case to be the most significant antitrust trial of the modern digital era.  

What’s that going to mean for the tech landscape heading into the new year? Let’s break down three major facets of the trial and how the outcome of this complex case could impact your org. 

The accusation? Controlling the competitive landscape

The issue of monopolistic practices is at the core of these lawsuits. The Justice Department’s case alleges that Google illegally managed business deals to remain the default search engine on mobile phones, web browsers, and through wireless carriers. 

Google’s practices have also led to the company  being accused of controlling the “ad tech stack,” which is used by companies to manage digital advertising.  

Here are the numbers suggesting that Google is operating a search engine monopoly: 

• Google has 90% of US search engine market share 
• 95% of all search queries on mobile devices are via Google 
• By owning or controlling distribution channels, Google claims nearly 80% of US search queries 

If Google is found guilty of unfairly blocking rivals, it could lead to a complete reshaping of the internet search landscape. On a positive note, a more competitive search engine market could offer opportunities for improved SEO and potentially reduce online advertising costs. 

Google’s impact on emerging tech trends 

Google’s current legal battles could have a profound effect on the trajectory of emerging tech trends. As a tech giant, Google often leads the way in trailblazing innovations in fields such as artificial intelligence, cloud technology, and machine learning. 

Consider Google’s advances in AI. It’s reshaping how companies deal with data analysis and decision-making. Google Cloud’s Dataprep by Trifacta, for example, is an integrated partner service that enhances data analysis for enterprise organizations by automatically recognizing schemas, types, and anomalies, and suggesting transformations. In 2020, it launched many AI-driven features to make data wrangling easier. 

Any changes to Google’s operations due to legal outcomes might transform the speed and course of these tech advancements. 

Revisiting the importance of privacy & data transparency  

The U.S. government has argued that Google wants to keep too much information secret in the antitrust trial. This landmark case could potentially redefine how tech companies handle and disclose user data. 

“Google’s ability to collect, collate and concentrate vast volumes of public and proprietary information gives it unmatched power,” said the Department of Justice in its lawsuit. If the court rules in favor of greater transparency, it could lead to a major shift in data privacy regulations. 

For CTOs, this is not just a headline – it’s a disruptor for the tech industry. Imagine needing to overhaul your organization’s entire data management processes to comply with new transparency requirements. Or, consider the reputational risk if your organization is found non-compliant.  

In brief

Google’s ongoing court cases are more than just legal disputes – they’re potential change-makers in the digital world.  A fair and competitive market is a benchmark of any open society because it offers equal opportunities for all businesses to thrive. Monopolistic practices also limit innovation and choice for consumers.

As a CTO, understanding the implications of Google’s trial will help you navigate your company through potential shifts in the competitive landscape, content liability laws, and data privacy regulations.