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EMARKETER

Big Tech Antitrust 2024

Enforcement Will Reach a Fever Pitch This Election Year

Report by Evelyn Mitchell-Wolf  |  Mar 6, 2024
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Executive Summary
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Table of Contents
Executive Summary
Antitrust enforcement has kicked into high gear
Big Tech has amassed tremendous influence over the digital ad market
Regulators have become more critical of Big Tech
Big Tech antitrust will have another big year in 2024
The 2024 election will shape the next four years of antitrust enforcement
What do marketers need to do?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Big Tech has a big problem: The regulatory tide has turned against it. Digital advertising giants face several major lawsuits, and competition authorities are working to launch more before a possible change in leadership following US elections.
Topics
Technology
US
Table of Contents
Executive Summary
Antitrust enforcement has kicked into high gear
Big Tech has amassed tremendous influence over the digital ad market
Regulators have become more critical of Big Tech
Big Tech antitrust will have another big year in 2024
The 2024 election will shape the next four years of antitrust enforcement
What do marketers need to do?
Insider Intelligence Interviews
Sources
Media Gallery

For over a decade, Big Tech flourished with minimal intervention from antitrust regulators. Now, regulators are using every enforcement tool they have to revitalize competition in the markets where Big Tech plays—including digital advertising.

Key Question: How will antitrust legislation, regulation, and enforcement reshape the digital landscape in 2024 and beyond?

Alphabet and Meta Have Both Pursued Fewer Acquisitions in Recent Years
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Key Stat: In the 2020s, the average annual deal volumes of both Google-owner Alphabet and Meta have been fractions of their 2010s averages—about one-third and two-thirds, respectively—amid heightened regulatory scrutiny.

Here’s what’s in the full report

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1expert perspective

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    Table of Contents

    1. Executive Summary
    2. Antitrust enforcement has kicked into high gear
    3. Big Tech has amassed tremendous influence over the digital ad market
    4. Regulators have become more critical of Big Tech
    1. Big Tech antitrust will have another big year in 2024
    2. The 2024 election will shape the next four years of antitrust enforcement
    3. What do marketers need to do?
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Alphabet and Meta Have Both Pursued Fewer Acquisitions in Recent YearsBig Tech* Has More Than Doubled Its Share of the Digital Ad Market Since We Began Tracking It
    Over 3 Years, Fewer Americans Reported Having a Lot of Confidence in Large Tech Companies

    Interviewed for This Report

    Ana Milicevic
    Sparrow Advisers
    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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