A group of U.S. states led by Texas have filed an amended complaint against Alphabet Inc's Google accusing the tech giant of using coercive tactics and breaking antitrust laws in its efforts to boost its already dominant advertising business.
www.reuters.com
Fuck, I am unsure on how to play this. Google owns the biggest ad exchange hooked to the most publishers and for the longest they have been playing the price arbitration game; eating a chunk of the publisher’s revenue by forcing advertisers to pay extra for the impression compared to what other exchanges offer. Publishers have known about Google’s trick for ages so they developed techniques to bypass Google’s dominance (header bidding), but Google countered by developing AMP, serve the publisher’s website from Google’s servers, and hiding publishers in search that didn’t adopt adopt it. Google could potentially lose a good chunk of their ad revenue of they are declared a monopoly and regulation enters the ad trading space, but Google also has the government by the balls and it is possibly the cards will fall on their favor.
I just quit working for a company that had access to a wealth of ad data and my last forecast claimed Google was going to perform beyond expectations for the next few years. However I never accounted for them getting r3kt by the government
Anyway, right now Google is a hold for me, no longer a buy.