The Friday Five: US considers splitting up Google, X's rep in the UK hits new low, and CMA agrees to Meta's new ad usage proposals

Welcome everyone back to another edition of The Friday Five. With a bank holiday on the horizon, we're sure you're excited about the long weekend.

But, before we all leave we're going to be breaking down five of the biggest stories from the last week from the worlds of marketing, tech, and social media.

Today, we look at the news that the DOJ is considering breaking up Google after their ruling. Then we examine the agreement between the CMA and Meta over their new ad usage proposals as well as a report which shows the perception of Elon Musk and X is at a new low in the UK.

Finally, we briefly look at TikTok's steady user growth in the EU and a new report which highlights the many benefits that come from an omnichannel approach.

With all that to get through let's not wait a minute longer!

1. US considering splitting up key Google assets after historic ruling

Following a recent ruling that Google monopolised the online search market illegally, the US Department of Justice (DOJ) is evaluating possible responses, which could include breaking up the tech giant.

The most prominent options under discussion are the divestiture of key assets like the Android operating system, AdWords, and the Chrome web browser.

While these drastic measures are being considered, the DOJ has yet to make any final decisions.

The court found Google guilty of paying substantial sums—over $26 billion in 2021 alone—to secure its dominance by ensuring it was the default search engine on platforms like Apple’s Safari.

This revelation has sparked debates on the most appropriate antitrust remedies. Some experts, however, doubt the likelihood of a breakup, arguing that it would not address the root issue of exclusive contracts that led to Google’s monopolistic behaviour.

Despite the ruling, Google plans to appeal and faces another antitrust trial soon.

While breaking up the company remains uncertain, the case marks a significant moment in the ongoing battle against big tech's market dominance.

The Guardian has more on this story.

2. CMA accepts Meta's proposals over use of ad data

The UK's Competition and Markets Authority (CMA) has approved Meta's revised proposals regarding the use of advertisers’ data on Facebook Marketplace.

This decision comes after concerns were raised that Meta’s previous data practices granted it an unfair advantage over competitors.

Before this, businesses advertising goods/services on Meta’s platforms that would compete with similar products on Facebook Marketplace had the option to ‘opt-out’ of having their data used to enhance the latter's features.

Following consultations with the advertising sector, Meta committed to tightening controls on how it utilises this data and will now ensure that advertisers' data will no longer be used to improve Marketplace unless they ‘opt-in’.

The CMA have endorsed this change saying that the revisions offer better protections and do not disadvantage advertisers.

The acceptance of these proposals follows an investigation launched in 2021, prompted by concerns over Meta’s data practices potentially distorting competition in areas like online classified ads and online dating.

For more on this story visit Marketing Beat .

3. Post-far-right riots, X and Musk's reputation in the UK falls to new low

Since Elon Musk's acquisition of the then Twitter in 2022, the platform's reputation in the UK has seen a significant downturn, with a recent YouGov study revealing that 42% of daily users now view it negatively.

Those off the platform don't hold it in high regard either. Public perception of X has reached its lowest point in two years, with 51% of non-users also holding a negative view.

Concerns over the platform's content moderation are also prevalent. 3 in 5 daily users feel there is "too much freedom" to post offensive or harmful content, with just 12% believing X does a good job of it.

Musk’s reputation has also taken a hit, with 64% of Britons viewing him negatively compared to just 17% positively.

This follows criticism from the UK government after Musk posted inflammatory comments during the recent far-right riots, including sharing a fake article promoting a conspiracy theory.

The tumult doesn't end there. X and Musk have engaged in a lawsuit against the Global Alliance for Responsible Media (GARM) and its members, accusing them of illegal boycott actions, which led to GARM’s disbandment.

Industry figures have expressed disappointment over GARM's closure, highlighting its critical role in tackling harmful content online. All of this added up, has seen X's reputation his new depths.

Want more? Visit Marketing Week .

4. TikTok's user base outgrowing stagnant competitors in EU

Despite reports of slowing growth, TikTok continues to see a steady increase in its user base within the European Union (EU).

Evidenced by the latest figures required under the EU Digital Services Act (DSA), the app reported 150 million monthly active users in the EU between February and July this year, up from 134 million last August and 142 million in February.

While this growth isn’t unprecedented it is significant when placed alongside other major platforms which have either plateaued or declined in the region.

Europe has become increasingly important for TikTok, especially as it faces the potential of a US ban due to ongoing concerns about its Chinese ownership.

With around 170 million users in the US, TikTok stands to lose a substantial portion of its global audience if the ban takes effect.

This has prompted TikTok to shift focus to the European market, where it’s launching new initiatives, such as enhanced in-app shopping features and more incentives for creators.

Globally, TikTok reportedly has about one billion active users, with its most significant markets being the US, Europe, Indonesia, Brazil, Mexico, and Vietnam.

Social Media Today, LLC goes into more detail here.

5. Omnichannel marketing proven to boost conversion rates says new report

A new report emphasises the need for businesses to tailor their marketing strategies to resonate with regional audiences while maintaining a cohesive global presence.

The study by CleverTap, titled "Unraveling the Cross-Channel Marketing Strategy", which examined over 600 businesses worldwide, showed the importance of understanding local and industry-specific nuances to optimise cross-channel strategies as companies grow.

The report shows that an omnichannel strategy is only as effective as the channels chosen and the alignment it has with a company's growth stage and customer lifecycle.

It reveals that businesses can achieve up to a 49% increase in conversion rates by employing four or more channels in their marketing efforts. The choice of channels varies by region, with email being dominant in the UK for example.

Key findings include significant increases in engagement, conversion rates, and app stickiness across various industries when multiple channels are integrated.

Similarly, subscription platforms experienced a 30% to 70% boost in-app stickiness with two to four channels.

This approach ensures that every customer interaction is optimised for success, enhancing engagement and driving impactful results.

Marketing Tech News has more on this story.

Well there we go, another Friday Five all done and dusted. We hope you enjoyed this special Bank Holiday edition and are looking forward to a great long weekend.

As we say every week, if you have a story that you think we should be including in the Five then please get in touch with us.

In the meantime, have a good weekend and we'll see you next Friday!