If Judge Mehta sides with the government, Google will have to make major modifications to its search business, which could 'unleash innovation in search that you really haven't seen in 20 years,' says Adam Epstein, co-CEO of adMarketplace.
Google shifted focus to Wall Street and search monetization, losing sight of search quality. With their large market share, increasing stock price relies heavily on value extraction, presenting management challenges, per Epstein.
Epstein discusses the impact of AI-generated search, discontent among search advertisers with Google's Performance Max, and the potential relevance of DOJ's search case against Google in the upcoming ad-tech antitrust suit.
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