Asmee Ahuja 
Amidst a record-breaking antitrust suit by the U.S. Justice Department against Google over its domination of the advertising tech landscape, experts have shared their insights on how rivals and website owners selling ad space could reap the rewards – however, what this implies for advertisers remains unclear.
On Tuesday, the United States Department of Justice took a stand against Google with an official complaint requiring them to part ways with their Ad Manager platform – which includes software enabling websites to auction off ad space and another that automatically pairs advertising networks up with publishers.
The DOJ Aims to Cut Down Google’s Monopoly on Online Advertisements
If the Justice Department lawsuit is successful, “advertisers and publishers could have more power due to additional alternatives with newly arising players – resulting in a heightened level of competition,” stated Neil Begley from Moody’s Investors Service.
If Google ads become less effective, Apple could be a big winner due to its expanding and privacy-focused advertising business. This is according to Brian Mandelbaum, the CEO of Attain ad tech company.
It Can Give Apple an Edge Over Google
According to high-ranking individuals from the advertising sector, Google‘s ad placement on external websites provides it with invaluable insight into the success of its advertisements.
With the combination of its phones, Safari web browser, and App Store’s app distribution services, Apple has acquired access to an immense amount of data that gives them a one-of-a-kind potential to become a powerful leader in advertising.
Paul Bannister, chief strategy officer at CafeMedia, said that Google’s competitors are making products that help both the people who sell advertising space and the people who buy advertising space.
