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DOJ v. Google, Part 2: Erosion of Customer Trust Could Have Implications Across the Broader Advertising Ecosystem

Publisher IDC
Published Feb 23, 2023
Length 5 Pages
SKU # IDC17761747

Description

DOJ v. Google, Part 2: Erosion of Customer Trust Could Have Implications Across the Broader Advertising Ecosystem

This IDC Market Note explores the implications of the January 24, 2023, lawsuit that the U.S. Department of Justice launched against Google. The lawsuit alleges that the company engaged in a range of anticompetitive practices to expand its power in the online advertising market by controlling the full stack of the advertising technology ecosystem. IDC offers an analysis of what other adtech vendors, publishers, and advertisers across the advertising landscape should be mindful of, especially in the context of the growing crisis of customer trust. IDC maintains that adtech vendors, including Google, have an opportunity to restructure their business model around customer transparency and greater parity in the value exchange with their customers to prevent further erosion of and eventually restore customer trust.

Please Note: Extended description available upon request.

Table of Contents

5 Pages
Executive Snapshot
In This Market Note
IDC's Point of View
Google
Big Tech
AdTech
Ad Industry (Google's Customers)
Customer Trust and Truth in Advertising
Learn More
Related Research
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