It’s been hard to dodge Google in the news this past year. Stories covering the Google antitrust trial have been continuously circulating—and for good reason. A recent development from the ongoing DOJ vs. Google trial decided that Google has been monopolizing the search industry.
To remedy this, the DOJ has put before the judge a list of proposals—including, most notably, the potential sale of Google Chrome.
Chrome is a major vehicle for connecting searchers with businesses online, so any possible change in ownership of the platform could reshape the industry—not to mention your SEO and PPC strategies. While there aren’t any definite plans for this sale to happen just yet (there won’t be any final decision rulings until mid-2025), here is everything you need to know to prepare.
Contents
What’s happening?
The Department of Justice has proposed that Google sell Chrome in an effort to restructure its market approach. As a result of Google’s antitrust trial, the DOJ says Google needs to sell Chrome to break up its monopoly of the search space.
The key proposals from the DOJ include Google divesting the Chrome browser, ending its partnership with Apple, and sharing proprietary search data. Lastly, a ban would be put in place to stop Google from implementing new browser and search investments for 5 to 10 years.
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Why did the DOJ propose that Google divest Chrome?
Currently, Chrome dominates the search space—it owns nearly 67% of the global browser market share—and Google has been paying billions to Apple to secure Chrome as the default browser to power Safari. This gives Google an unfair market advantage because the majority of searches end up happening on Chrome by default.
How has Google responded to the proposed Chrome sale?
In response, Google published a blog post on November 21, 2024, that claimed the DOJ’s proposals would compromise the quality of the Google Chrome product, endanger user privacy, limit AI advancements, and overall negatively impact leaders of the tech industry.
“Google is positioning itself as a defender of innovation and consumer experience against government intervention,” writes Anu Adegbola, Paid Media News Editor at Search Engine Land, in this recent recap.
When would Google divest Chrome?
While this news signals possible upheaval of the paid and organic search industries (whether for better or for worse is unknown—more on this next), it’s important to remember that these proposals were among many presented to the judge.
The final decision ruling for any of the potential remedies presented by the DOJ won’t be announced until spring or summer of 2025. Plus, there is always potential for appeals processes that could take years to follow.
What the marketing and advertising community is saying: 5 key takeaways
If this Google news feels like a lot to digest, you’re not alone. Consider these takeaways from experts in the marketing and advertising community.
1. Selling Chrome might not solve the root problem
The impact of the proposed changes is uncertain. Selling Chrome may not necessarily cause a major decrease in Chrome’s market share or Google’s monopoly.
“I’m not sure to what extent selling Chrome would break up Google’s monopoly. It would have some impact, for sure, but Google still has a number of free products (Gmail, Search, Maps, YouTube, etc.) all of which keep users in its garden. Users might still end up using Chrome to access Google’s services even if the browser is owned by someone else,” said Ajdin Perco, Head of Content at Animalz.
2. Whether this would help (or hurt) Chrome’s credibility is unclear
The general sentiment around the potential Chrome sale from the SEO and PPC communities has been mixed. On one hand, Google’s monopoly of the search market needs to change. On the other, questions have been raised about what other type of organization would be large enough to acquire Chrome for the billion dollars (or more) it would sell for.
“If Chrome were to be purchased it seems that only a company comparable to Google would be able to afford it. If it is purchased, how are we to trust them with our data and security any more than we do with Google?” said Cliff Sizemore, Senior Growth Marketing Manager at LocaliQ.
This LinkedIn post from Navah Hopkins, PPC evangelist at Optmyzr, outlines the two sides of the coin. She acknowledges Chrome’s currently massive market share but goes on to say that the wrong owner could end up manipulating approved, ranking content.
“If the browser suddenly played favorites with processing power or UI choices, there is a real risk content that isn’t flattering to the owner will be pushed down, while content that may or may not be accurate is given preferential treatment because it’s positive… If bad actors manipulate Chrome in such a way that only approved content renders fast enough to be consumed (if at all), there’s a real risk there,” said Navah.
The other alternative of the government one day stepping in to claim Chrome as a public utility, isn’t ideal, either.
“Aside from the existing tech giants, there really isn’t anyone large enough to come up with the multi-billion dollars (if not more) needed to acquire Chrome. Should the government step in and seize it as a public utility, that puts us in a China-adjacent environment,” said Navah.
3. The outlook for Google’s ad targeting capabilities could be negative
Chrome is a major user data source for Google. Selling Chrome could cause the platform to have less effective ad targeting options.
“Of the numerous potential ripple effects of a Chrome sell-off, small businesses need to be wary of how the separation of key user intent data from Google’s ad products will ultimately impact advertising effectiveness,” said Jake Cox, Product Manager, Media Products, at LocaliQ.
“When leveraging Google’s Smart Bidding automated strategies, you’re tapping into a massive volume of user intent signals to identify when to deliver the most impactful ad at the most opportune time to drive some form of action. If those intent signals are severed, or at the very least, diminished, how will Google backfill those key insights to still drive comparable campaign performance?” said Jake.
In addition to Google Ads and its machine learning, this change might impact other related Google platforms as well, such as GA4.
“If Google doesn’t have sufficient user data that they have historically leveraged through Chrome, then how are we to trust reporting via GA4 or decisions made through something like Smart Bidding? On the surface it may seem simple but there are far-reaching negative effects and that’s my concern,” said Cliff.
4. Increased search market competition could benefit users and advertisers
Some marketers and advertisers see the potential change as a net positive.
“I think introducing more competition in the search market is much needed. It would benefit end users by forcing companies to innovate faster and deliver more value. We’re seeing how companies innovate rapidly in the AI space where there’s still no clear winner. I hope a similar level and pace of innovation happens in search as well,” said Ajdin.
“Google has been relying on user data to improve their algorithm for a long time to reinforce their position in the market. The proposed break-up would take away this advantage and be a huge win for both their competitors as well as privacy advocates,” said Geoff Meakin, healthcare SEO consultant.
5. The sale of Chrome would be noticeable to both users and advertisers
There’s no question when it comes to the gravity of the DOJ’s proposals.
“It’s a bold move. Google’s dominance, especially through Chrome, has become such a huge part of how we experience the internet that splitting it off sounds almost unthinkable. But I get where the DOJ is coming from. Chrome isn’t just a browser; it’s the front door to Google’s entire empire—ads, search, and a ton of user data. Breaking that link could shake things up and open the door for more competition, which isn’t a bad thing,” said Goran Mirkovic, Chief Marketing Officer at Freemius.
“That said, I think this kind of move needs to be handled with care. If it’s not done right, it could create headaches for users—think compatibility issues or slower innovation. It’s like trying to fix one problem but potentially creating others along the way. So while the idea of breaking up the monopoly is intriguing, the devil’s in the details,” said Goran.
What this could mean for businesses—and how to prepare
While we don’t know exactly what will happen yet, you don’t just have to wait and wonder. Here is how to prepare for the continuation of the Google antitrust trial as these potential changes develop.
1. Implement a cross-channel marketing strategy
While search marketing will continue to be a key lever for businesses looking to grow, it’s important to incorporate other marketing channels into your strategy for a full-funnel, always-on approach.
“Ultimately, I think the downstream impact of this could result in more parity across the paid search landscape. Whether we see traditional search engines like Microsoft’s Bing steal market share or if other next-gen challengers (TikTok, SearchGPT) take a dramatic leap forward, it will be very interesting to monitor over the next couple of years,” said Jake.
“For advertisers, it will be important to take a more platform-diverse approach in the near future to ensure that they are actively testing multiple channels and optimizing toward what’s driving the value,” said Jake.
2. Build out your online presence
As Chrome evolves, you’ll want to prepare for all other ways users might find your business. Increasing your overall online presence will help you show up in searches—no matter what tool people use to find you. For example, having a high-quality website could make it easier for AI tools to pull in information about your business.
“If Google loses the insights it currently gets from Chrome, then that can only weaken its position in the market and lead to a faster uptake of alternative search products. Proactive small businesses are already considering how best to optimize for AI search and the large language models (LLMs) that are poised to take market share from Google,” said Geoff.
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3. Consider other tools to supplement your strategy
It’s more important than ever for businesses to rely on resources they have on hand, like first-party data and AI PPC tools, to get ahead of ad campaign targeting and optimization.
“On the bright side, more competition might mean more advertising options, potentially better pricing, and less reliance on Google for everything. That could be a big win, especially for small businesses with tight budgets. Having a more level playing field sounds great,” said Goran.
“But here’s the catch: a breakup could also make life more complicated, at least in the short term. A lot of small businesses rely on Google’s ecosystem because it’s so seamless—ads, analytics, search, everything works together. If that ecosystem gets fragmented, businesses might need to juggle new tools and platforms, which could cost more time and money,” said Goran.
This means relying on your own data and campaign optimization tools can save you from headaches during any major transition.
“So, while the long-term impact might be positive, there’s likely to be some turbulence along the way. It really depends on how this all plays out and whether the new landscape makes things easier or harder for smaller businesses,” Goran.
Will Google divest Chrome? Stay tuned
It’s important to remember that nothing is set in stone yet. Your best bet right now is to stay in the loop on the latest news as it evolves as much as you can.
Plus, these developments can be a lesson in themselves to stay ahead of any potential upsets on one platform by implementing a holistic marketing strategy that covers all your bases across all platforms.
While managing your search strategy on top of tons of other channels can seem like a challenge, you don’t have to do it all alone. See how our solutions can help you navigate anything that platforms like Google throw your way.
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