The US Department of Justice (DoJ) has suggested that Google divest its Chrome browser as part of a strategy to curb its dominance in search and advertising
Google has called the DoJ’s recommendations “extreme” and would likely appeal any order mandating a divestment.
The company also hopes the incoming Federal administration might soften these proposals
The new owner of Chrome could alter preferences and features, fostering more competition and innovation in search and advertising
Loss of market value: A forced sale might undervalue Chrome
Technical fixes possible: Adjusting default settings could address concerns without divestment
LLMs such as ChatGPT present search results differently, reducing Google’s dominance in traditional search
This shift has already sparked innovation and competition in digital marketing
Even if divestment occurs, Google retains powerful tools like Gmail, GooglePay, YouTube, and GAM for ad auctions
A fragmented digital market, however, could reshape the tech ecosystem for the better