Analysts from Arete Research suggest that instead of shutting down Google's adtech business, it should be restructured as a B Corp to retain its market influence and responsibility. They believe this could lead to a valuation of $150 billion, balancing profitability with ethical practices.
The ongoing antitrust case, led by the Department of Justice and 17 state attorneys general, focuses on allegations that Google created an illegal monopoly in the digital ad market, exploiting acquisitions and unfair ad auction tactics that harm competition.
Critics of a breakup warn that dismantling Google's adtech could severely harm publishers who rely on its systems. They argue that a spinoff into a B Corp could preserve the operational integrity while addressing antitrust concerns,
The key issue at stake is the control Google exerts over the entire digital advertising ecosystem, including the ad-server tools for publishers and the complex auction systems that determine ad pricing, potentially stifling competition and innovation.
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