Google's recent antitrust loss, where it was found to have maintained monopoly power in digital advertising, is significant for the tech giant but might yield minimal consequences for small and medium-sized enterprises. Judge Leonie Brinkema's ruling indicates that the Justice Department's claims against Google hold merit and could lead to industry changes. However, as Google prepares to appeal the ruling, small businesses are likely to see little immediate impact, as the appeal process may extend over several years, delaying any changes to Google's advertising services.
"Despite the hubbub, there are at least three reasons this ad-focused antitrust case will have a minimal impact on smaller brands, including retail, direct-to-consumer, and B2B."
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