{"id":631319,"date":"2024-08-18T18:20:01","date_gmt":"2024-08-18T15:20:01","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/where-the-tech-giant-goes-from-here\/"},"modified":"2024-08-18T18:20:01","modified_gmt":"2024-08-18T15:20:01","slug":"where-the-tech-giant-goes-from-here","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/where-the-tech-giant-goes-from-here\/","title":{"rendered":"#Where the tech giant goes from here"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 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-6a2d1a1c92319\" 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-6a2d1a1c92319\" 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\/where-the-tech-giant-goes-from-here\/#Default_provider\" >Default provider<\/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\/where-the-tech-giant-goes-from-here\/#Possible_next_steps\" >Possible next steps<\/a><\/li><\/ul><\/nav><\/div>\n<div>\n<div class=\"article-gallery lightGallery\">\n<div data-thumb=\"https:\/\/scx1.b-cdn.net\/csz\/news\/tmb\/2024\/google-1.jpg\" data-src=\"https:\/\/scx2.b-cdn.net\/gfx\/news\/hires\/2024\/google-1.jpg\" data-sub-html=\"Credit: PhotoMIX Company from Pexels\">\n<figure class=\"article-img\">\n            <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/scx1.b-cdn.net\/csz\/news\/800a\/2024\/google-1.jpg\" alt=\"Google\" title=\"Credit: PhotoMIX Company from Pexels\" width=\"800\" height=\"530\"\/><figcaption class=\"text-darken text-low-up text-truncate-js text-truncate mt-3\">\n                Credit: PhotoMIX Company from Pexels<br \/>\n            <\/figcaption><\/figure>\n<\/p><\/div>\n<\/div>\n<p>A US judge <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">has found<\/a> that <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/apnews.com\/article\/google-antitrust-search-engine-verdict-apple-319a61f20fb11510097845a30abaefd8\">Google is a monopoly<\/a> and has used this dominance to reinforce its market position.<\/p>\n<p>                                                                                                                                    This ruling, which is subject to <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>eal, brings the US regulator close to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/digital-markets-act.ec.europa.eu\/gatekeepers_en\">the European Commission<\/a> in its approach to tech giants such as Google, Meta, and Amazon. Regulators now agree that the nature of these companies&#8217; business means that the market ends up becoming a monopoly dominated by one massive company.<\/p>\n<p>It has thus become the job of the state to protect consumers from tech giants consolidating their dominance. As a company, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">80% of Alphabet&#8217;s (Google&#8217;s owner) revenue<\/a>, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ft.com\/content\/df2b7d62-39cd-461e-ac4f-b6ded31a6687\">comes from advertising<\/a>, a total of US$146 billion (\u00a3114 billion) in 2021. Almost everything the company does must be understood through this lens.<\/p>\n<p>The main source of Google&#8217;s advertising income derives from its <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">90% market share<\/a> of the market for <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> search engines, one of the oldest and most important services on the internet.<\/p>\n<p>To provide users with answers ranging from the best recipe for an apple pie to a recommendation for a new vacuum cleaner, Google first gathers information about every page available on the Internet. Then, it uses its database of websites, the keywords used for search, what other people typically liked as an answer to similar queries, but also everything it knows about you, to rank possible answers.<\/p>\n<p>                                                                                                        <!-- TechX - News - In-article --><\/p>\n<p>                                                                                                                                            Businesses then <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/142918?hl=en\">pay for the right<\/a> for their own text to be <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/academic.oup.com\/ej\/article-abstract\/121\/556\/F368\/5079383\">prominently displayed<\/a> alongside genuine search results. A higher quality of search results means more customers, which makes it easier to attract advertisers. It also means the advert can be tailored to consumer tastes and is therefore more valuable to advertisers.<\/p>\n<p>While research has shown the actual return on investment to businesses from digital advertising is <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/academic.oup.com\/qje\/article-abstract\/130\/4\/1941\/1914592?redirectedFrom=fulltext\">unclear<\/a>, and sometimes <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/onlinelibrary.wiley.com\/doi\/abs\/10.3982\/ECTA12423\">even negative<\/a>, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.aeaweb.org\/articles?id=10.1257\/mic.20130138\">search advertising<\/a> remains in high demand. It constitutes <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">66% of Google&#8217;s revenue and growth<\/a> in the past decade.<\/p>\n<p>Other services such as Google Maps and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> also contribute. For a start, they also generate advertising revenue. But they also provide even more information to help tailor search ads. This includes how much time a user spends on a page, what they click on, whether they react positively or negatively to a result, where they are physically and how they <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a>ed there.<\/p>\n<p>All this information about you <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/policies.google.com\/technologies\/retention\">is stored<\/a> and serves a single purpose. It builds a highly detailed profile of you as a consumer that has enormous value to advertisers looking to personalize ads directly for you.<\/p>\n<p>In order to gather all this valuable data, it&#8217;s vital for Google that it retains that market dominance. Google reportedly spends more than <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">US$26 billion each year<\/a> to ensure it comes up as the default search engine for the highest number of users.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Default_provider\"><\/span>Default provider<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>On any Android or Apple phone, the default is Google search, representing a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">market share of 94.9%<\/a>. Google is also the default on almost every web browser. And <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=4647211\">research shows<\/a> that even if the cost of switching to another search engine is small, the default position leads to a vicious circle. When consumers stick to the default, it means the possible alternative does not have enough consumer data to offer a high quality search, or to be attractive to advertisers.<\/p>\n<p>Google <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">spends US$8.4 billion a year<\/a> to operate its search engine\u2014 on top of the fortune it already spends on ensuring it remains the default search engine. Today, Microsoft&#8217;s Bing is the only search engine truly competing with Google by spending billions to index the whole world wide web.<\/p>\n<p>At some point, Microsoft <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.courtlistener.com\/docket\/18552824\/1033\/united-states-of-america-v-google-llc\/\">offered to initially share 100% of its Bing revenue<\/a> with Apple to secure the default instead of Google. Apple still said no: the amount was less than what Google could offer. Google is not necessarily much better as a search engine. On Microsoft Edge, the only browser where Bing comes as a default, 80% of users stick to Bing. Apple also reportedly <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2023\/9\/28\/23895055\/microsoft-apple-bing-sale-rumor-google-default\">has no interest<\/a> in buying Bing from Microsoft.<\/p>\n<p>                                                                                                        <!-- TechX - News - In-article --><\/p>\n<p>                                                                                                                                            Google search is simply so big and so good at making money from advertisers that it is very costly to move away from it. In many ways, the market for advertising on search engines is actually very close to legal monopolies such as water distribution or rail tracks, where the cost of setting up the infrastructure are so big that there is simply no space for more than one company.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/x.com\/Google_Comms\/status\/1820558371285508123\">In a statement<\/a>, Kent Walker, president, Global Affairs at Google, said, &#8220;This decision recognizes that Google offers the best search engine, but concludes that we shouldn&#8217;t be allowed to make it easily available. We appreciate the Court&#8217;s finding that Google is &#8216;the industry&#8217;s highest quality search engine, which has earned Google the trust of hundreds of millions of daily users,&#8217; that Google &#8216;has long been the best search engine, particularly on mobile devices,&#8217; &#8216;has continued to innovate in search&#8217; and that &#8216;Apple and Mozilla occasionally assess Google&#8217;s search quality relative to its rivals and find Google&#8217;s to be superior.'&#8221;<\/p>\n<p>&#8220;Given this, and that people are increasingly looking for information in more and more ways, we plan to appeal. As this process continues, we will remain focused on making products that people find helpful and easy to use.&#8221;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Possible_next_steps\"><\/span>Possible next steps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the recent US case, the judge has not yet announced how it wants Google to stop using its monopoly.<\/p>\n<p>Some rivals want to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ft.com\/content\/cbfa63de-66b5-4543-a2ef-c6c7397700a6\">split Google&#8217;s advertising business<\/a> from its search engine. Another solution would be to force Google to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.bloomberg.com\/news\/newsletters\/2024-08-07\/google-s-search-monopoly-poses-few-options-for-judge-in-antitrust-case\">share the data it gathers<\/a>. Doing so could improve search results for everyone.<\/p>\n<p>Just like it makes little sense to have competing pipes bringing water to your home, it makes <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.aeaweb.org\/articles?id=10.1257\/aer.20191330\">little economic sense<\/a> for several firms to pay billions to gather the exact same information. This is why some groups favor having Google share its data.<\/p>\n<p>Existing attempts at setting precise rules for big tech, however, sometimes have no obvious benefits for consumers. The European Commission, for instance, wanted Alphabet to stop sending Google search results about locations directly to Google Maps. But, according to one analysis, when Google removed the clickable maps from its search results, along with the Google Maps reference, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.cesifo.org\/en\/publications\/2024\/working-paper\/competition-only-one-click-away-digital-markets-act-impact-google\">there was only a modest increase in searches<\/a> for other map services. Visits to Google Maps, meanwhile, changed very little.<\/p>\n<p>So, despite all the legal moves to introduce more competition into this market, huge questions thus remain as to what practical steps regulators can take without making the consumer experience even worse.<\/p>\n<div class=\"d-inline-block text-medium my-4\">\n                                                Provided by<br \/>\n                                                                                                    The Conversation<br \/>\n                                                                                                        <a rel=\"nofollow noopener\" target=\"_blank\" class=\"icon_open\" href=\"https:\/\/theconversation.com\"><br \/>\n                                                        <svg>\n                                                            <use href=\"https:\/\/techx.b-cdn.net\/tmpl\/v2\/img\/svg\/sprite.svg#icon_open\" x=\"0\" y=\"0\"\/>\n                                                        <\/svg><br \/>\n                                                    <\/a><\/p><\/div>\n<p class=\"article-main__note mt-4\">\n                                                This article is republished from <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/theconversation.com\">The Conversation<\/a> under a Creative Commons license. Read the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/theconversation.com\/google-monopoly-ruling-where-the-tech-giant-goes-from-here-236569\">original article<\/a>.<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/counter.theconversation.com\/content\/236569\/count.gif?distributor=republish-lightbox-advanced\" alt=\"The Conversation\" width=\"1\" height=\"1\"\/>\n                                            <\/p>\n<p>                                        <!-- print only --><\/p>\n<div class=\"d-none d-print-block\">\n<p>                                                <strong>Citation<\/strong>:<br \/>\n                                                Google monopoly ruling: Where the tech giant goes from here (2024, August 18)<br \/>\n                                                retrieved 18 August 2024<br \/>\n                                                from https:\/\/techxplore.com\/<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>\/2024-08-google-monopoly-tech-giant.html<\/p>\n<p>                                            This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no<br \/>\n                                            part may be reproduced without the written permission. The content is provided for information purposes only.<\/p><\/div>\n<\/p><\/div>\n<p><script id=\"facebook-jssdk\" async=\"\" src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js\"><\/script><\/p>\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 articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/science\/\" target=\"_blank\" rel=\"noopener\">Science category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/techxplore.com\/news\/2024-08-google-monopoly-tech-giant.html\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Credit: PhotoMIX Company from Pexels A US judge has found that Google is a monopoly and has used this dominance to reinforce its market position. This ruling, which is subject to appeal, brings the US regulator close to the European Commission in its approach to tech giants such as Google, Meta, and Amazon. Regulators now&#8230;<\/p>\n","protected":false},"author":1,"featured_media":631320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/scx2.b-cdn.net\/gfx\/news\/hires\/2024\/google-1.jpg","fifu_image_alt":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-631319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sciencee"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/631319","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=631319"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/631319\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/631320"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=631319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=631319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=631319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}