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Breaking: Justice Department Comes Out Swinging Against Google With Antitrust Case (+How DTC Brands Should Think About It)

By Scott Ginsberg, Head of Content, Metric Digital

According to The Wall Street Journal, The Justice Department is getting more aggressive in its longtime antitrust probe of Google.

The government has reached out to more than a dozen companies including publishers, ad tech platforms and ad agencies to find out if key players are being shut out of the ad buying process, and how to remedy the situation.

If you’re new to this story, we wanted to share some helpful resources for how to think about it.

PLEASE NOTE: This issue is not about Google Search ads, which is what the majority of people typically think of when they think of Google advertising. The current government probe into Google’s adtech tools and third party programmatic buying focuses on their Network business, which is a different entity within the organization.

Badvertising: How Big Agencies Are Screwing Big Companies Out of Big Money

Last year our agency published a book about how digital marketing is broken, and how to fix it. We dedicated a section to programmatic ad buying, part of which addressed several of the key issues of this ongoing investigation. If you haven’t read the book, here are they central points as they relate to the current story:

Dept. of Justice Probe into Google Zeroes in on Ad Tech

Now that you have some background on the industry, let’s talk specifically about the current issue. This informative WSJ podcast episode illuminates several key points within this case. If haven’t listened yet, here are the highlights:

The big question is: 
How does Google’s antitrust case impact your brand today?

Here’s our take on the issue, along with additional resources to help you be more strategic:

As Google grows bigger and bigger every day, so will the complaints against it. Both from governments and civilians alike. But as long as our agency is around, we will continue to take a stand for transparency in digital marketing.

Badvertising is a very real problem, and if you’d like to talk more about how it affects your brand, don’t hesitate to contact us.

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Scott Ginsberg Head of Content, Metric Digital The Metric Digital Blog A Blog on All Things Digital Marketing