When it comes to internet search advertising, there is only one sheriff in town: Google Chrome. While Bing and Microsoft Edge might try to compete, they’re the Davids to Chrome’s Goliath. But, if the Department of Justice has anything to say about it, this monopoly might be in jeopardy.
Arguing that Google Chrome violates US anti-trust laws, the DOJ recommends a mandate forcing Google to sell Chrome. Many marketing professionals welcome this change, as they believe it’ll foster a more user-friendly environment. Here’s what you should know:
Creating Competition
If Google sells Chrome, experts believe this sale will create competition in the industry. Competition fosters innovation and enhances customer-centric policies because it forces search engines to compete for ad revenue. Rather than resting on their laurels, having to compete for their dollars forces search engines to bring a bigger and better product.
Improved Data Collection
A sale of Chrome would also help improve data collection by adopting a trial-and-error approach. This helps search engines better understand how to connect with their target audiences, ultimately honing better processes. A better understanding of what users want also allows search engines to improve privacy features (something nearly all users prefer).
More Power for Users and Advertisers
If Google were to bid farewell to Chrome, the increased competition would give more power to users and advertisers. They could choose where they go, rather than Google being effectively the only game in town. Being able to “shop around” gives users and advertisers more control over what’s acceptable and what’s not. This requires search engines to adapt to their customers.
Whether or not the DOJ will prove successful and force Google’s hand is still unknown, and there will likely not be an answer soon. Even if the DOJ wins its case, Google will appeal….extending the length of the litigation. The impending Trump presidency is a bit of a wild card, too, as it’s possible Trump takes a more lenient stance.
With so much up in the air, those in the industry must wait and see. This time, they can’t simply Google the answer. If you have any questions about the future of search engines or anything else, give us a shout; we’ll be happy to help.
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