The DOJ has just proposed a series of remedies that are designed to dismantle search giant Google’s illegal monopoly.
The news comes after the tech giant was found guilty of carrying out unlawful practices through its search and search advertising. This includes breaking up Chrome and banning all kinds of default payments for search.
Unsurprisingly, Google has pushed back against the DOJ’s proposals, labeling them as “unnecessary and harmful” in a press release.
The remedies comprise five different categories that are designed to enable and promote better competition.
For starters, it includes a distribution that would put an end to all payments that freeze the system in place. This includes the firm’s multi-billion dollar payments to giants like Apple and even makers of Android. Secondly, it would entail a merger of Chrome so the company would work as an independent entity from its parent firm, Google. In case you didn’t know, Chrome makes up 35% of all of Google’s search queries and even produces billions in the name of search revenue.
Thirdly, we have data remedies that force Google to share data belonging to users, cover the search index, and even data related to how its ads are performing. Such essential tools assist competitors in training models and achieving better search results, so the competition remains strong in the industry.
Fourthly, it would like to promote better transparency and control across the board so that advertisers can benefit. This would assist arch-rival ad platforms to compete in a more effective manner. In particular, this would force Google to give more data to advertisers in search query reports. It would also give advertisers the chance to opt out of tasks like broad keyword matching.
Last but not least, the DOJ wants to establish the right technical committee to keep tabs on Google’s performance and how it’s complying with the latest clause in place. This particular section entails contingent Android breakups. If the competition in the industry does not improve within the five-year timeframe, it might be forced to let go of Android as well.
This is very important because if and when these proposals come into play, we could really see the landscape reshape in terms of how people get access to Google. It would also mean big things in terms of budgets for advertisers and how the competition continues to evolve in the world of search and Generative AI.
Image: DIW-Aigen
Read next: FTC Sues Uber for Tricking Users into Signing Up for its Monthly Uber One Subscriptions
The news comes after the tech giant was found guilty of carrying out unlawful practices through its search and search advertising. This includes breaking up Chrome and banning all kinds of default payments for search.
Unsurprisingly, Google has pushed back against the DOJ’s proposals, labeling them as “unnecessary and harmful” in a press release.
The remedies comprise five different categories that are designed to enable and promote better competition.
For starters, it includes a distribution that would put an end to all payments that freeze the system in place. This includes the firm’s multi-billion dollar payments to giants like Apple and even makers of Android. Secondly, it would entail a merger of Chrome so the company would work as an independent entity from its parent firm, Google. In case you didn’t know, Chrome makes up 35% of all of Google’s search queries and even produces billions in the name of search revenue.
Thirdly, we have data remedies that force Google to share data belonging to users, cover the search index, and even data related to how its ads are performing. Such essential tools assist competitors in training models and achieving better search results, so the competition remains strong in the industry.
Fourthly, it would like to promote better transparency and control across the board so that advertisers can benefit. This would assist arch-rival ad platforms to compete in a more effective manner. In particular, this would force Google to give more data to advertisers in search query reports. It would also give advertisers the chance to opt out of tasks like broad keyword matching.
Last but not least, the DOJ wants to establish the right technical committee to keep tabs on Google’s performance and how it’s complying with the latest clause in place. This particular section entails contingent Android breakups. If the competition in the industry does not improve within the five-year timeframe, it might be forced to let go of Android as well.
This is very important because if and when these proposals come into play, we could really see the landscape reshape in terms of how people get access to Google. It would also mean big things in terms of budgets for advertisers and how the competition continues to evolve in the world of search and Generative AI.
Image: DIW-Aigen
Read next: FTC Sues Uber for Tricking Users into Signing Up for its Monthly Uber One Subscriptions
