Could Amazon’s Ad Business Become An FTC Target?

If you had been paying attention to all the various lawsuits and federal cases pending against big tech (and there sure are a lot), you knew it was coming. Yet it was still a shock – Google lost, and was officially named as an anti-trust violator this week by a federal judge. This case was specifically about Google abusing its power by squeezing competitors out of search distribution deals. What that means for advertising in the near term is unclear – as the bigger hammer is set to come down next month, when the other Google anti-trust case – the ad-tech one – lands.

While we wait to see if that one leads to a Google breakup, there are lot more cases to come, including one against Amazon. The Amazon case is focused on Amazon’s core ecommerce business. But one wonders: Given that Google may be forced to separate ad selling from programmatic, and that Amazon suddenly has a massive – some would say monopolistic – ad business on its platform, that it could face a similar push.

Of course, that would mean that the FTC moves quickly – which is something that just doesn’t seem to be in its DNA. More likely, they force Amazon to divest its ad platform in 2032.


Previous
Previous

Teads CMO Explains TV Strategy To A Teenager

Next
Next

Disney’s Streaming Services Turn A Profit, Pelicans Fly The Diamond Coop