The U.S. Justice Department is reportedly considering forcing parent company Alphabet to shed at least one of its units. Among the possibilities being discussed, according to Bloomberg:
- Chrome, Google’s web browser.
- Android, Google’s operating system.
- Google Ads, the money-printing machine that generates billions of search and advertising dollars every quarter. (Although Bloomberg called it “AdWords.” They clearly didn’t get the memo that AdWords ceased to exist in 2018).
Why we care. While a breakup of Alphabet’s Google seems highly unlikely right now (Microsoft ultimately avoided a similar fate nearly 25 years ago despite a similar antitrust ruling), nothing is impossible. If Google is broken up, it will undoubtedly impact all search marketers. How much will be the big question.
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About the author
Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
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