The most serious threat to Google’s ad tech dynasty is regulation. Google has been at the center of countless antitrust lawsuits worldwide, with governing bodies slowly forcing more balance in the advertising marketplace. The recently introduced Competition and Transparency in Digital Advertising Act, for example, would compel Google to sell off its ad tech products.
Without its ad tech business, Google would still be a formidable force in digital advertising. After all, most of its ad…
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