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EMARKETER

Antitrust Explainer

Legal Fundamentals Marketers Need to Know as Regulators Wage War Against Big Tech

Report by Evelyn Mitchell-Wolf  |  Mar 5, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
The biggest digital platforms are facing more regulatory scrutiny than ever
What is antitrust?
Who are the key players in antitrust enforcement?
What does antitrust regulation mean for marketers?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Big Tech platforms face a rising tide of antitrust enforcement from regulators all over the world. Need a refresher on the basics of antitrust? Look no further.
Topics
Technology
US
Table of Contents
Executive Summary
The biggest digital platforms are facing more regulatory scrutiny than ever
What is antitrust?
Who are the key players in antitrust enforcement?
What does antitrust regulation mean for marketers?
Insider Intelligence Interviews
Sources
Media Gallery

Over the past few years, antitrust enforcers have zeroed in on some of the biggest names in digital advertising. This report reviews key legal structures in antitrust regulation and explores challenges that have emerged with digitization.

Key Question: What is antitrust law, and who’s in charge of enforcing it?

Big Tech* Has More Than Doubled Its Share of the Digital Ad Market Since We Began Tracking It
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Key Stat: In 2024, nearly two-thirds of US digital ad dollars will go to Amazon, Apple, Google, Meta, and Microsoft. As they’ve amassed market share, these Big Tech platforms have attracted the attention of antitrust regulators around the world.

Here’s what’s in the full report

2files

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2charts

Reliable data in simple displays for presentations and quick decision making.

1expert perspective

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. The biggest digital platforms are facing more regulatory scrutiny than ever
    3. What is antitrust?
    1. Who are the key players in antitrust enforcement?
    2. What does antitrust regulation mean for marketers?
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Big Tech* Has More Than Doubled Its Share of the Digital Ad Market Since We Began Tracking ItPlatforms Designated as Gatekeepers Under the EU Digital Markets Act (DMA)

    Interviewed for This Report

    Ana Milicevic
    Sparrow Advisors
    Co-Founder and Principal
    Interviewed February 9, 2024

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Tracy Tang
    Senior Researcher
    Max Willens
    Senior Analyst
    Yoram Wurmser
    Principal Analyst
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