Google’s Antitrust Case – What’s Next for Mobile Marketers?

The ongoing legal battles facing Google, including its recently concluded ad tech antitrust trial, are about much more than courtrooms and legal arguments—they may shape the future of mobile marketing and the broader ad tech industry. Let’s break down what happened, what comes next, and what it means for mobile marketers.

Quick Recap: Google’s Ad Tech Trial

Google’s ad tech antitrust trial recently wrapped up its first phase, concluding earlier than expected. U.S. District Judge Leonie Brinkema now has until later this year to review the findings before the case reconvenes for closing arguments in late November.

The case, brought by the U.S. Department of Justice (DOJ), argues that Google has maintained an illegal monopoly over the ad tech ecosystem by controlling key points in the digital advertising supply chain—from publisher ad servers to advertiser tools and the auction process itself. The government alleges that this domination reduces competition and inflates prices for advertisers, while Google claims it is simply delivering a better product at a more efficient cost for advertisers and publishers alike.

What’s Next?

• November 4: Both sides will submit revised "findings of fact," which outline their version of the material facts in the case.
• Late November: Closing arguments will be heard.
• Early 2025: Judge Brinkema is expected to issue a ruling. If the DOJ prevails, potential penalties—including Google divesting parts of its ad tech business—will be discussed in a subsequent hearing.

Expect an appeal regardless of the outcome, meaning this legal saga is far from over.

What Does This Mean for Mobile Marketers?

While the trial's final decision may still be months away, the implications for mobile marketers are already coming into focus. Here are three ways mobile marketers and ad tech companies should prepare:

1. Cross-Channel Advertising Will Be More Crucial Than Ever

The government's case highlights the changing landscape of digital advertising, with mobile and social channels dominating much of the ad spend that was previously aimed at desktop users. Platforms like TikTok, Facebook, and Amazon are grabbing more of the display ad pie, meaning mobile marketers need to diversify their ad strategies beyond Google's ecosystem.

2. Increased Scrutiny on Google’s Mobile Ads

The trial brings into focus how Google’s ad dominance, including mobile ads, could be curtailed. If Google is forced to restructure or divest parts of its ad tech business, expect new competitors to emerge or smaller players to become more relevant in the mobile space. This might mean increased competition in programmatic and mobile ad exchanges, potentially driving down costs for advertisers.

3. Preparing for a Post-Google Ad Ecosystem

Mobile marketers should start preparing for a scenario where Google’s ad tech stack is broken up or reduced in scale. This could mean:

• Reassessing reliance on Google Ad Manager or Display & Video 360.
• Exploring alternative platforms for mobile advertising and retargeting.
• Keeping a close eye on innovations in header bidding or direct deals with publishers, which may become more important for cross-channel mobile campaigns.

Why It Matters for Mobile Retargeting

As competition increases in the ad tech ecosystem, mobile retargeting strategies could become more cost-effective and scalable across multiple platforms. Mobile marketers should be prepared to leverage social shopping and programmatic mobile ads on various channels, from social media to in-game environments, to reach their target audiences effectively.

With social shopping on the rise and more mobile users purchasing directly through platforms like TikTok, Instagram, and Facebook, retargeting on mobile will be a valuable tactic for converting social media engagement into real sales.

Final Thoughts

While the outcome of the Google antitrust case remains uncertain, what is clear is that change is on the horizon for the ad tech industry. Mobile marketers need to be agile, ready to adopt new platforms, and creative in how they retarget users across different channels. As we watch how the trial unfolds, now is the time to rethink cross-channel marketing strategies and prepare for a more competitive ad landscape.

Stay tuned for updates and insights as this case continues to shape the future of mobile marketing and advertising!