target audience: TECH SUPPLIER  Publication date: Feb 2023 - Document type: Market Note - Doc  Document number: # US50389723

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


  • Roger Beharry Lall Loading
  • Sudhir Rajagopal 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 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.


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