The Justice Department's push to force Google to sell Chrome could fundamentally alter the digital advertising ecosystem, impacting marketers' strategies amid rising costs and competition.
Google Search holds more than 14% of total media spending, serving as a critical tool for smaller businesses, especially for bottom-of-funnel conversions.
If Chrome is sold, Google’s search engine marketing integration may be disrupted, forcing companies to reconsider their SEM approaches and potentially leading to a more diverse ad spend.
With search CPCs stabilizing in 2024 after sharp rises since 2021, marketers are preparing for a pivotal transition in ad spending strategies amid digital advertising changes.
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