TECH SUPPLIER Feb 2023 - Market Note - Doc # US50389623

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


Sudhir Rajagopal
Roger Beharry Lall

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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