The DOJ alleges Google controls '91% of the market for publisher ad servers and 87% of the market for advertising ad networks', igniting a pivotal trial.
Competition is intensifying as rivals like Amazon and TikTok gain ground in the $300 billion search advertising market, challenging Google's dominance significantly.
Google's counterclaims suggest it only has a 10% market share in online display advertising, citing outdated definitions from the DOJ as overly narrow.
Three critical factors could enable TikTok and other rivals to capture more of Google's market: search behavior shifts, ad ROI improvements, and ineffective Google strategies.
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