Experts suggest the DOJ's antitrust case against Google not only targets its alleged ad tech monopoly but could also lead to lower costs and better ad quality for consumers.
Sacha Haworth emphasized that Google's practices have led to a 'Google tax' on online advertising, inflating prices by an estimated 5-10%, thereby increasing costs of everyday goods.
While the harms to publishers and advertisers are evident, the consumer impact, expressed through higher prices and lower-quality ads, has received less attention during the DOJ trial.
Elise Phillips stated that without clarifying outcomes, it remains uncertain whether breaking up Google's dominance would actually result in savings for consumers in the long term.
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