Google and Apple are on the brink of extinction: how will this affect traffic?
Apple and Google are facing their biggest challenge as antitrust regulators on both sides of the Atlantic crack down on alleged anti-competitive practices that could result in break-up orders to Apple and Google, a first for the industry. The Aff1.com team explains how Apple and Google's problems will affect the traffic market.
Regulators now allege Apple and Google have built impenetrable ecosystems around their products, making it difficult for customers to switch to rival services, which led to the coining of the term walled gardens.
The U.S Department of Justice on Wednesday warned Apple that a break-up order is not excluded as a remedy to restore competition after it teamed up with 15 states to sue the iPhone maker for monopolizing the smartphone market, thwarting rivals and inflating prices.
EU antitrust chief Margrethe Vestager accused Google of anti-competitive practices in its money-spinning ad tech business and that it may have to divest its sell-side tools. She said that requiring Google to sell some of its assets seemed to be the only way to avoid conflicts of interest as it would prevent Google from allegedly favoring its own online digital advertising technology services versus advertisers and online publishers.
How will this affect advertising and traffic?
Events surrounding tech giants could have a major impact on companies and professionals working with traffic. Here are the most likely risks:
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If advertising channels change their rules or become less accessible, affiliate publishers will have to find alternative ways to attract traffic.
New restrictions on advertising materials may be introduced.
On the other hand, while the giants are grappling with antitrust issues, new opportunities are opening up for smaller competitors.
But overall, the impact of antitrust cases on companies can lead to market instability. This can make forecasting and planning traffic strategies difficult.
We cannot say the exact consequences, but we warn of possible turbulent times. Anyone who works with traffic and advertising needs to stay alert, monitor developments and prepare for possible changes in advertising strategies and workflows.
This may require greater flexibility and speed of adaptation to new market conditions. It is also desirable to have a reliable and responsible partner. Such as the Aff1.com affiliate network . We are always glad to stable cooperation, join us!