Google is facing a pivotal moment as it navigates a major antitrust trial brought by the U.S. Department of Justice (DoJ) while also pushing forward with new technology to simplify online security. On one hand, the DoJ lawsuit questions Google’s dominance in the ad-tech space, potentially reshaping the digital marketplace.
On the other hand, Google is rolling out updates to its Password Manager, improving the usability of passkeys across multiple devices.
What’s Happening & Why This Matters
DoJ Antitrust Trial Against Google
The Department of Justice’s antitrust case against Google’s ad-tech business has been underway, and it’s gaining traction. This case follows a previous lawsuit in 2020 where a federal judge found Google to have monopolized search ads. In this current trial, the DoJ and nine U.S. states argue that Google’s dominance in the digital advertising space harms competition and the open web.
Nonprofit organizations and policy experts are concerned about what might happen if Google wins the case. According to antitrust lawyer Lee Hepner, the loss of competition could lead to further monopolization of the internet, which he compares to the loss of small businesses. Other experts, like Sacha Haworth from The Tech Oversight Project, argue that Google’s control over ad-tech is driving up costs for consumers by limiting competition. In contrast, if the DoJ wins, smaller businesses could have a better chance to compete in the online ad space, potentially lowering prices by making digital ads more accessible.
Google, however, continues to defend its practices, claiming that its role in ad-tech is fair. Yet, internal documents from Google have been brought forward by the DoJ, showing attempts to downplay the company’s competitive strategies. The trial’s outcome could have major implications for the future of the digital economy and how businesses reach consumers online.
Google Passkey Security Update
While the antitrust case deepens, Google’s daily business presses on as it enhances online security. The company has updated its Google Password Manager, now enabling passkey synchronization across Android devices and desktop systems, including Windows PCs. This feature eliminates the need for traditional passwords, making the login process smoother and more secure.
Previously, users could only store passkeys on Android phones, limiting cross-device usability. With this update, passkeys stored on Android can now be used on Windows and macOS devices, simplifying the login process. Chrome product manager Chirag Desai emphasized the benefits, noting that users can access their passkeys from any device where Chrome is available. This means users can log in to accounts seamlessly, using biometric data such as a fingerprint scan.
The feature offers extra security by allowing users to set a PIN for accessing passkeys across devices, ensuring that the information remains encrypted and secure during transfers. This update arrives as more websites, including major platforms like eBay and Amazon, adopt passkeys as a login option, gradually moving away from traditional passwords.
TF Summary: What’s Next?
Google’s antitrust trial has the potential to modify online advertising with benefits for smaller businesses if the DoJ succeeds. Meanwhile, Google’s products, like passkeys, continue to innovate to make online security more accessible and easier to manage. These developments highlight the company’s influences with significant outcomes to be expected in both arenas. Whether it’s through court rulings or technological advancements, the ripple effects will be felt by consumers and businesses alike.