There were lots of ad tech headlines in 2024, from MFA and M&A to the rise of generative AI and Google’s decision not to deprecate third-party cookies in Chrome.
But there was arguably no bigger story than the Google ad tech antitrust trial, an event well over a decade in the making.
It was a “collision” of worlds,” says Andrew Frank, VP and distinguished analyst at research firm Gartner, speaking on this week’s episode of AdExchanger Talks (the first of 2025).
“One of the impressions I had was, ‘What took you so long?’” Frank says of the Department of Justice’s case. “It’s not like this problem arose overnight.”
The government filed its lawsuit at the beginning of 2023. The trial itself took place over three rapid-fire weeks of testimony in September in Alexandria, Virginia. Closing arguments were in November, and a decision is expected soon.
What’ll the outcome be?
We asked, but Frank wouldn’t be cajoled into sharing his prediction on the verdict. He does make the point, however, that when it comes to antitrust, there are rarely simple answers or clear-cut winners and losers.
“If you look at the history of antitrust, there’s losing and then there’s losing,” Frank says. “When Microsoft lost, they managed to appeal and get the sanctions softened.”
Meanwhile, Gartner’s marketer clients have questions about the potential implications of both the ad tech case and the search antitrust case, which Google lost. The latter is in the remedy phase and everything’s on the table, including a possible forced spinoff of Chrome.
But digital-focused antitrust cases are just one variable that marketers must consider as they devise their media strategies, allocate their mar tech budgets and source generative AI partners.
Marketers should embrace experimentation and diversification, Frank says. There’s been way too much consolidation of media spending over the past few years.
Frank’s advice: “See if there aren’t other channels and technologies that might be able to produce results as good or better than just putting all your budget into one or two platforms.”
Also in this episode: Practical AI use cases, predictions for 2025 (of course), how brands can gain trust “in a world of lies” and why the Omnicom/IPG merger is about more than just principal-based media buying. Plus: Frank’s origin story as a video game designer.
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