The US Department of Justice has filed a lawsuit against Google, alleging that the tech giant has established itself as a monopoly in the digital ads space. This surprises no one as Google has been involved in several lawsuits, and this definitely won’t be the last.
The entire digital marketing world is abuzz as the US government issues a lawsuit against Google. This move will have far-reaching implications for organizations in the space and everyday users – and marketers everywhere must be aware of this novel legal battle to understand how it might affect their strategies moving forward. In this blog post, we’re taking an in-depth look at the case against Google and what it could mean for all of us: what are each parties’ arguments? What does this case signal about competition law enforcement, and tech regulation? And, most importantly, how can you prepare your business for potential changes down the line?
Google ads is a dominant force, with almost every company relying on it. The company has acquired several other ad firms, including DoubleClick, AdX, and AdMeld, enabling them to corner the market on most display paid ads, paid search, and ad network out on the internet. And as expected, while the Department of Justice raised some valid accusations in its complaint, Google denies any wrongdoing.
Google Ads Alternatives
So, what does this mean for the average person and their business? It’s time to explore other ad platforms like Microsoft.
Google vs Microsoft Advertising – AI
Microsoft Advertising is another search intent ad platform. What makes it unique is that it recently invested heavily in ChatGPT-Maker OpenAI – an artificial intelligence tool that can answer your questions, write code for you, and even act as your personal assistant. It’s fascinating! You should check it out. Google ChatGPT and see what it’s all about.
As AI rapidly evolves, it will be a significant driver in paid ads. Microsoft is making serious investments in the space, and as a competitor, it may become a more significant player. You should look into Microsoft ads and even try importing your Google campaigns if you’re running any into Microsoft to test the waters.
The world of AI is getting more interesting by the day, and Google LLC has yet to launch any AI tools. But the tech giant has access to massive data on individuals from its Google products like Gmail, Google Drive, and Hangouts. It wouldn’t be a surprise if they launched an even better AI tool in the coming months or years.
In a nutshell, Microsoft Advertising Platform is a viable alternative to Google, and AI tools are the direction digital ads are heading. Stay informed on new AI tools and take advantage of the ad platform services offered by Microsoft.
Tech Companies and Privacy Issues
As expected, tech companies like Google and Facebook, now known as Meta, are at the mercy of government regulations. We saw this with the raging Meta Congress hearings, where privacy issues were brought to light. And more recently, the iOS 14 update saw Apple block data from being sent to apps, causing a decline in ad cost and a loss of data for Meta advertisers.
But what can we do to safeguard ourselves and our businesses from these potential threats?
What you can do as a Digital Marketer
Step one, diversify your traffic. Putting all your eggs in one basket isn’t the best idea. You never know when one of these platforms will go down, get hit by a lawsuit, or be acquired by another company. So, it’s crucial to diversify traffic and strengthen your online presence in different places.
Another critical step is to continue gathering first-party data. This includes collecting emails and phone numbers, as this data belongs to you and is yours to keep. Gathering first-party data through giveaways, resource downloads, signups, and events is a must-have for building a healthy email list. You can find more information on our website, with great content like ‘How to Grow Your Email List.’
Data collection and diversification are vital considerations for any e-commerce business as tech companies come and go. Building solid relationships with customers through email and phone numbers will ensure that even if these platforms shut down, their loyalty and patronage will remain intact. Tech giants such as Google will always be subject to regulation changes, so they should do what they can to anticipate such events.
At Giant Partners, we are proud to offer data-driven solutions that help our clients effectively protect their markets in an ever-changing digital world. If this is something you’re interested in learning more about, please like and subscribe for more news and industry insights. And, of course, keep watching the horizon to see what changes arise next!