Google Monopoly - 4

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Recently, it was announced by 48 Attorney General's and a bi-partisan coalition that a massive investigation was to be Launched into Google. Many entities are concerned that Google is in violation of anti-trust laws and has created a monopoly in their advertising space. Smaller advertising companies are reporting essentially being forced to go through Google and whatever practices they decide to implement, due to their almost 31% market share on online advertising. Their biggest revenue comes from paid search advertisements which heavily influence both initial search results and eventual price-points for consumers. Google is without a doubt the number one player in this industry, but many question whether their scope has reached too far. A recent investigation in Europe lead to a 5 billion dollar fine due to their illegal exclusion clauses included in many of their contracts and their forcing Google products onto second-party devices to increase their range.

One possible solution that has been proposed is to force Google to separate their search company from their advertising businesses and possibly even from their Smartphone system Android as well, each into smaller businesses. This would potentially decrease their market share and ability to dominate the various platforms to the extent that they have been, which was undoubtedly hurting small businesses and consumers. Local advertising firms and businesses with small budgets have no way of competing with Google, but their essential monopoly also allows them to drive up price points which has an effect on the eventual price of the goods being advertised. I personally think that dividing up the company is only one of the many things needed to address the issue that Google has created and re-balance the marketplace.

For too long Google has been able to price gouge or simply buy out small businesses with almost to repercussion or limitation. Is it to the point where Google tactics are being taught as standard practice in education environments, as if there never was or ever will be another company. I believe that this is extremely dangerous; advertising is an essential aspect of free speech that was ensured to all Americans under the First Amendment, and our Founding Fathers worked to prevent the kind of monopoly that Google has created. If advertising is like being in a casino, and you have to pay to play, then right now Google has essentially stolen power from all the machines except their own. I believe this investigation is necessary not only for our economy, but also for our democracy.

https://www.cbsnews.com/news/google-antitrust-probe-48-u-s-states-launch-antitrust-investigation-of-google-dominance-in-search-ads-and-data/

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