The courtroom drama is drawing attention away from the real changes already reshaping the industry, driven by evolving market dynamics, changing advertiser demands, and Google's strategic priorities.
Regardless of the trial's outcome, Google is poised for a win. The scrutiny that threatens its model is likely to accelerate a transformation that will benefit the tech giant in the long run.
YouTube's value extends far beyond its role in Google's ad tech stack; it's a cultural phenomenon and a key player in the streaming wars.
Opening YouTube's ad inventory to outside demand will increase its value, driving up prices while reducing Google's operational burden and attracting a wider range of advertisers.
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