{"id":608992,"date":"2024-02-17T11:00:33","date_gmt":"2024-02-17T08:00:33","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/"},"modified":"2024-02-17T11:00:33","modified_gmt":"2024-02-17T08:00:33","slug":"how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/","title":{"rendered":"#How antitrust cases against tech giants could reshape the digital advertising landscape"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a301b08e3241\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a301b08e3241\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/#European_antitrust_actions_a_regulatory_landscape\" >European antitrust actions: a regulatory landscape<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/#Impact_on_digital_advertising_players_in_Europe\" >Impact on digital advertising players in Europe\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/#Future_of_digital_advertising_in_Europe\" >Future of digital advertising in Europe<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-antitrust-cases-against-tech-giants-could-reshape-the-digital-advertising-landscape\/#Collaboration_in_the_digital_marketing_space\" >Collaboration in the digital marketing space<\/a><\/li><\/ul><\/nav><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/img-cdn.tnwcdn.com\/image?fit=796%2C417&amp;url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2024%2F02%2FDigital-Advertising-in-the-EI-after-new-regulation-e1708089233660.jpg&amp;signature=1db76a2a1e61e99827953fa1b3033568\" \/><\/p>\n<div id=\"article-main-content\">\n                            <i><span style=\"font-weight: 400;\">The digital advertising landscape in Europe is undergoing a significant transformation, driven by antitrust cases against tech giants, new regulations like the Digital Services Act and Digital Markets Act, and the rise of emerging players. This change promises to regulate competition concerns, manage consumer protection, and handle the responsibilities of digital platforms in the advertising ecosystem.<\/span><\/i><\/p>\n<h2><span class=\"ez-toc-section\" id=\"European_antitrust_actions_a_regulatory_landscape\"><\/span><b>European antitrust actions: a regulatory landscape<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In 2023, the European Union introduced two landmark regulations, the <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/ec.europa.eu\/commission\/presscorner\/detail\/en\/qanda_20_2348\"><span style=\"font-weight: 400;\">Digital Services Act<\/span><\/a><span style=\"font-weight: 400;\"> (DSA) and the <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/digital-markets-act.ec.europa.eu\/about-dma_en\"><span style=\"font-weight: 400;\">Digital Markets Act<\/span><\/a><span style=\"font-weight: 400;\"> (DMA), reshaping the online world. <\/span>The DSA<span style=\"font-weight: 400;\"> empowers users to flag illegal content and demand greater transparency from tech giants, such as Amazon, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le, Meta, Google, and Zalando. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The DSA has been in effect since August 25, 2023, giving users time to <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/23845672\/eu-digital-services-act-explained\"><span style=\"font-weight: 400;\">gain<\/span><\/a><span style=\"font-weight: 400;\"> a newfound confidence in navigating the online world. Starting today, February 17, <span>all online services and digital platforms that offer services in the EU must be fully compliant with the DSA.\u00a0<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the same time,<\/span> the DMA <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.adexchanger.com\/adexplainer\/adexplainer-the-digital-services-act-vs-the-digital-markets-act\/\"><span style=\"font-weight: 400;\">targets<\/span><\/a><span style=\"font-weight: 400;\"> the market power and behaviour of large digital platforms, including online marketplaces, search engines, and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> network services, and forces them to be more transparent about data handling and algorithms.\u00a0<\/span><\/p>\n<div class=\"inarticle-wrapper channel-cta\">\n<div class=\"ica-text\">\n<p class=\"ica-text__title\">TNW Conference 2024 &#8211; Group ticket offer<\/p>\n<p>Save up to 40% with our Group offer and join Europe&#8217;s leading tech festival in June!<\/p>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">Implementing the DSA and the DMA <\/span>marks a significant shift in the digital landscape: <span style=\"font-weight: 400;\">consumers<\/span> <span style=\"font-weight: 400;\">represent a long-awaited step towards a more user-centric experience, while <\/span>businesses<span style=\"font-weight: 400;\"> face the challenge of adapting their practices to align with new regulations.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Impact_on_digital_advertising_players_in_Europe\"><\/span><b>Impact on digital advertising players in Europe\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The antitrust investigations against Google, Amazon, and Meta have exposed a fundamental issue in the digital landscape: the monopolised power of businesses stifled competition and harmed consumers. Their dominant positions have enabled them to manipulate markets, favour their products, and suppress innovation. The DMA has emerged as a beacon of hope for a fairer and more competitive digital landscape in response to these concerns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the short term, the DMA will disrupt the established operations of tech giants that have long enjoyed a position of dominance, shaping the digital experience for billions of users. Yet, the DMA introduced a new era of accountability and transparency, forcing companies to rethink their practices and prioritise user interests. This could result in changes to their business models, such as <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/nextgenhero.io\/eu-digital-markets-act\/\"><span style=\"font-weight: 400;\">ensuring<\/span><\/a><span style=\"font-weight: 400;\"> interoperability between different messaging platforms and allowing users more freedom in choosing their preferred apps and services<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon\u2019s case serves as a prime example of this dynamic. The company is currently contesting an antitrust lawsuit filed by the U.S. FTC, alleging that it abused its market power to harm consumers and competitors. The legal challenges faced by tech giants like Amazon may allow them to implement changes that align with the DMA\u2019s principles, even before the full impact of the regulation is felt. The DMA could also lead to a more competitive advertising market in the long term, with a broader range of players offering innovative solutions to advertisers and users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interestingly, introducing the DMA presents opportunities for startups to enter the digital advertising market and challenge the dominance of established players. For instance, they can differentiate themselves by providing a fresh perspective on user experience, introducing innovative solutions, and focusing on niche markets, often overlooked by more prominent players with broader market ambitions.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Future_of_digital_advertising_in_Europe\"><\/span><b>Future of digital advertising in Europe<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Despite facing several challenges, the digital advertising market in Europe <\/span>is <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/europe\">projected<\/a> to grow by 6.38% from 2023 to 2028<span style=\"font-weight: 400;\">, resulting in a market volume of\u00a0 $161.2 billion in 2028. To thrive in this evolving landscape, European advertisers and platforms should prioritise compliance with new regulations, embrace innovation, and <\/span>foster strategic partnerships, as it can open doors to new markets, enhance distribution capabilities, and gain access to valuable insights.<\/p>\n<p><span style=\"font-weight: 400;\">While the GDPR and DSA are undoubtedly shaping the advertising landscape, emphasising user privacy and transparency, we must consider whether EU businesses should continue relying solely on giants like Google and Meta for advertising needs. We should foster a competitive ecosystem where local players can thrive, offering fair pricing and transparent advertising practices that align with the new regulatory landscape. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This would benefit both advertisers and consumers: advertisers could achieve better value for their money, while consumers would have greater control over their privacy. So, it is now up to regulators, advertisers, and platforms to seize this opportunity and build a thriving ecosystem that works for all stakeholders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, the rise of emerging competitors poses a threat to established tech giants like Google and Meta. This situation underscores why advertisers and platforms must invest in innovation, develop novel user engagement strategies, embrace cutting-edge technologies, and utilise advanced data analysis methods to stay competitive. For instance, subsets of AI like deep learning, computer vision, neural networks, large language models, and reinforcement learning are expected to <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2023\/07\/31\/why-ais-creative-intelligence-will-change-advertising-in-2024\/\"><span style=\"font-weight: 400;\">drive<\/span><\/a><span style=\"font-weight: 400;\"> creativity in digital advertising.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Collaboration_in_the_digital_marketing_space\"><\/span>Collaboration in the digital marketing space<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Collaboration is a key to unlocking new opportunities and resources. Advertisers and platforms can benefit from partnerships with tech giants, other advertisers, or startups, expanding their reach and expertise. Collaborative marketing can gain new customers and leads, increase engagement on content, social media, and new digital products, raise brand awareness, and drive conversions and revenue.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">While the DSA and DMA pose challenges and require practice changes, they offer opportunities for emerging players. Digital advertising players must adapt by ensuring compliance, embracing innovation, and fostering strategic partnerships to stay competitive and thrive in the market.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Vitaly Gerko is the CBDO of the Adtech video platform <\/span><span style=\"font-weight: 400;\"><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/viqeo.tv\/\">Viqeo<\/a><\/span><span style=\"font-weight: 400;\">.<br \/><\/span><i><span style=\"font-weight: 400;\"\/><\/i><\/p>\n<p><em>One of the themes of this year\u2019s TNW Conference is Pixels and Profit. If you want to dive deeper into how MarTech is shaping the future of customer engagement, brand experiences, and creative design, or simply experience the event (and say hi to our editorial team), we\u2019ve got something special for our loyal readers. Use the code TNWXMEDIA at checkout to get 30% off your business pass, investor pass or startup packages (Bootstrap &amp; Scaleup).<\/em>\n                        <\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/antitrust-cases-big-tech-digital-advertising-dsa\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The digital advertising landscape in Europe is undergoing a significant transformation, driven by antitrust cases against tech giants, new regulations like the Digital Services Act and Digital Markets Act, and the rise of emerging players. This change promises to regulate competition concerns, manage consumer protection, and handle the responsibilities of digital platforms in the advertising&#8230;<\/p>\n","protected":false},"author":1,"featured_media":608993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/tnw-blurple?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2024\/02\/Digital-Advertising-in-the-EI-after-new-regulation-e1708089233660.jpg&signature=ca74f851e77379bfff76465d369549db","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-608992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/608992","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=608992"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/608992\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/608993"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=608992"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=608992"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=608992"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}