Digital marketing: consequences of the trial against Google

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In August, Google was found to have an illegal monopoly on web search, but the penalty that will be applied to the company was not specified. It is therefore difficult to predict what consequences this will have for the world of digital marketing.

The possibilities are varied, ranging from a fine austria telegram data to the dissolution of the company. On October 8, the DOJ issued a notice specifying that both structural and “behavioral” remedies are being considered.

This prompted Google's vice president of global affairs, Lee-Anne Mulholland, to express concern that the DOJ's actions might go beyond the ruling. However, it seems unlikely that Google will disappear overnight.

In fact, the notice specifies that the DOJ intends to gather more evidence to support its position. Accordingly, the DOJ is expected to present a more “armed” proposal in November . For its part, Google could present its own alternatives to the DOJ sanctions in December, provided there is no appeal involved.

So, at this point, it's not entirely clear how the DOJ ruling will affect those who use Google as a tool and arena for digital marketing. Some outcomes that can, at best, be expected (and for which it doesn't hurt to prepare) are.