Seeking Alpha
Oct 5, 2025
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Google (NASDAQ:GOOG)(NASDAQ:GOOGL) is undergoing yet another remedy trial in U.S. District Court that could drastically alter the future of the company and digital advertising.
Excerpt:
"The ruling, if anything, is a gentle slap on the wrist," said Sara Owens, senior vice president of Analytics & Data Science at AXM. "However, Google's dominant market share of search is not the primary concern in terms of anti-trust behavior ... I think this ruling allows Google to continue their strategic anticompetitive work. By keeping Chrome, they can continue to dominate all sides of digital programmatic media buying and selling. The work they were doing with the 'Privacy Sandbox' was an attempt to monopolize in the guise of 'privacy compliance.'"
There is also a good chance the remedy order never even takes effect.
"The odds are pretty good that the remedy never materializes," Owens said. "Even if it weren't hung up in appeals, 'sharing data with competitors' is vague and difficult to define or track compliance."
Owens believes the biggest threat to Google's search engine is the rise of native-AI companies such as Perplexity and OpenAI.
"For me, the ruling is a bit irrelevant to the future of Google," Owens added. "Traditional search engines such as Google and Bing (MSFT) are being disrupted by generative AI. The search space will fundamentally change, and Google is not the lead or only player there."