Last month I reported that the FTC would sometime soon be giving a ruling on Google’s alleged Monopolistic practices. At the time I said that legislating for a monopoly in a market as fluid as the current search space and
“I suggest the FTC strike a deal to the effect that Google will clearly label all advertising from any source and will undertake not to unfairly promote their own products above others….then let the market vote with its feet.”
From the reports getting leaked from the closing discussions it looks like I pretty much nailed it. The FTC won’t be ruling that Google is or isn’t a monopoly and in return Google will improve their labeling of other people content and make it easier to switch ad campaigns from Google to other competitors. That last component is a late addition which makes little real difference, anyone seriously involved in CPC marketing is already managing campaigns across multiple engines. There will also be some patent provisions in which they will not attempt to block mobile commerce with some of the patents they have recently acquired.
The one remaining fly in the festive punch bowl is (as always) the EU. The European equivalents of The FTC have a long track record of beating up on US companies which they regard as monopolistic and have been at war with Google for most of the last few years. They seriously impacted Microsoft (back when they were top dog). There is a serious possibility that Google will lose and may get some pretty Draconian limits imposed. Of course once the appeals process is all said and done even those sanctions may be out dated by the dash to mobile, the continued growth of search beyond the desktop Apple and Amazon and the next three trends which emerge at the speed of technology rather than the speed of the EU legal process.
Either way I feel reasonably smug.