Google recently addressed ongoing legal actions related to divestiture remedies proposed by Plaintiffs in January 2023. The company argues that the dynamic nature of the ad tech ecosystem must be considered, as the landscape has significantly evolved during the proceedings.
Key developments noted include advancements in artificial intelligence impacting various levels of ad technology and the increasing popularity of non-open web display formats such as Connected TV and retail media. In light of these changes, Google emphasizes that its competitors are shifting their investments towards these emerging areas of growth.
The company claims that the open web is experiencing a rapid decline, and it suggests that the Plaintiffs’ proposed divestiture would further exacerbate this trend, potentially harming publishers who rely on revenue from open-web display advertising. Furthermore, Google posits that legal interventions may not be advisable when an industry is already undergoing transformation driven by market forces.
As the case continues to evolve, the impact of these legal decisions on the advertising technology sector remains uncertain.
Source: https://www.theverge.com/news/773928/google-open-web-rapid-decline