#Google, DOJ make closing arguments in antitrust trial
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The stage is set for a monumental court decision that could shake up the search industry – or result in status quo.
Rewind. The 10-week, high-stakes legal battle probed the business practices of Googe Search last fall.
- Catch up on all the issues at play in U.S. vs. Google antitrust trial: Everything you need to know.
Why we care: The outcome of this case could forever change how Google operates, which would have downstream impacts on search marketers. The ruling could lead to a leveling of the advertising market, meaning lower costs and more choice.
What to watch: The DOJ will summarise its significant allegations against Google on Thursday and Friday. Allegations come down to these three main points:
- Google used lucrative deals with partners like Apple to cement itself as the default search engine across devices and platforms.
- Google paid billions annually to secure those default positions – $26 billion in 2021 alone. (This includes $20 billion alone to be the default on Apple’s Safari browser, according to newly unsealed court records.)
- Google failing to justify why it pays so much beyond stifling competition
The other side: Google rejected accusations of anticompetitive conduct, asserting that users prefer its best-in-class search engine and that its dominance is not due to any alleged monopolistic tactics.
- “We are working very, very hard; for any given query we provide the best experience,” CEO Sundar Pichai testified. “That’s always been our true north.”
Bottom line: This landmark case carries existential implications for Google’s core search business if the DOJ prevails.
What’s next: After closing arguments, Judge Amit Mehta will weigh the liability case before him. One potential (though unlikely) outcome could be a breakup of Google, which will be determined later if he rules against the company.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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