What the Google Chrome court case really means for marketers
Briefly

The pause in Google's crackdown on third-party cookies does not diminish the scrutiny from the US Department of Justice regarding Google's dominance in the digital ecosystem. Chrome's default settings favor Google, raising concerns about competition and innovation. While a full corporate breakup seems unlikely, there is increasing pressure on Google to allow more flexibility in its default settings and shared user options. Legal experts anticipate structural changes rather than extreme actions, yet the mere suggestion of a breakup indicates heightened regulatory seriousness.
The case is part of the US Department of Justice's (DOJ) long-running fight to rein in Google's power across the internet - and, depending on how it plays out, it could spark one of the biggest shake-ups to Big Tech ever.
The question isn't whether Google broke the law (a judge has already ruled it did). The question is what to do about it, and whether splitting Chrome off from the rest of Google's business is the only real way to level the playing field.
A full breakup? Unlikely (but not impossible). Breaking up Big Tech is messy and unprecedented. Most legal experts say the chances of Google being forced to sell Chrome are slim.
Still, just the threat of a forced sale is a sign of how serious regulators are getting. It follows a damning ruling in Google's adtech trial just days earlier.
Read at The Drum
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