What You Need to Know About Google’s Search Antitrust Case
Alex Wilhelm & Rebecca Bellan
November 15, 2023
32 minutes
Listen here or wherever you get your podcasts.
Hello, and welcome back to Equity, the podcast about the business of startups, where we unpack the numbers and nuance behind the headlines. This is our Wednesday show, where we sit down with a key topic and dive deep into it. This week, we brought TechCrunch’s own Rebecca Bellan onto the podcast to help us better understand Google’s search-related antitrust case that is currently ongoing in the United States.
A Brief Overview of the Case
There are a number of major legal cases involving tech giants and their in-market heft and behavior. From Google v. Epic to what’s going on in the EU, and the U.S. government’s adtech-related suit against Google, our focus is search. Catch up on the state of affairs with Bellan’s reporting [link].
The Startup Angle
Why is this a topic for Equity? A few reasons, I reckon:
- Competition in Search Market: If Google’s current methods of maintaining its domestic search market share are forced to change, it could create a more competitive search market, full stop. That could change up where startups advertise and how much they pay for those ads.
- Organic Information vs Paid Insertions: More competitive search results amongst emboldened rivals could also lead to search results that lean more toward organic information instead of paid insertions. That would be good for startups looking to get the word out without having to get their wallet out.
The Potential Impact on Startups
If Google’s current methods are forced to change, it could create a more competitive search market, which would benefit startups in several ways:
- Increased Advertising Options: A more competitive search market would provide startups with more options for advertising, potentially leading to better ROI and increased brand visibility.
- Better Search Results: With more players in the search market, startups could see improved search results that are less influenced by paid insertions, giving them a fairer shot at getting their message out.
Why This Matters
This case is important not only for Google but also for startups and the broader tech industry. The outcome of this case will set a precedent for how large tech companies interact with smaller ones, and it could have far-reaching implications for the way businesses operate online.
The Road Ahead
We’ll be keeping an eye on this case and bringing you updates as more information becomes available. In the meantime, we encourage everyone to educate themselves on the issues at play and the potential consequences of the outcome.
For episode transcripts and more, head to Equity’s Simplecast website. Equity drops at 7 a.m. PT every Monday, Wednesday, and Friday, so subscribe to us on Apple Podcasts, Overcast, Spotify, and all the casts.
About the Authors
- Alex Wilhelm: Senior Reporter for TechCrunch covering the markets, venture capital, and startups.
- Rebecca Bellan: Senior Reporter for TechCrunch covering transportation. She’s interested in all things micromobility, EVs, AVs, smart cities, AI, sustainability, and more.
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