target audience: TECH SUPPLIER  Publication date: Feb 2023 - Document type: Market Note - Doc  Document number: # US50389623

DOJ v. Google, Part 1: Big Tech Takedowns and Adtech Shake-Ups Fueled by an Erosion of Customer Trust


  • Sudhir Rajagopal Loading
  • Roger Beharry Lall Loading


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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 (adtech) ecosystem.

More broadly, this lawsuit represents a shifting dynamic in the role and limitations of big tech within society, the balance of convenience over choice, the importance of creating transparency, and a greater parity in the value exchange with its customers.

Both adtech and big tech should be mindful of this case and see it not merely as a reprimand of single company but also as a warning to those suppliers that fail to maintain high levels of customer trust.


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