The US government's antitrust actions targeting Google and Meta signify potential upheaval in the digital advertising industry, impacting e-commerce investments by fashion brands. A recent federal ruling found Google has an illegal ad tech monopoly, while Meta's acquisition of Instagram is under scrutiny. If these companies are compelled to diversify their platforms, advertisers may face challenges in reaching audiences. The current market instability, driven by high tariffs affecting consumer confidence, further complicates this landscape as brands seek effective consumer engagement methods.
The difficulty of reaching [consumers] is increasing, and that trend is going to continue," said James Nord.
If the FTC prevails, Meta may have to sell off Instagram.
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