What if Google isn’t forever? Marketers grapple with a platform in flux

There’s a quiet vibe shift rippling through marketing circles as the industry comes to terms with the epistemic hangover of its long entanglement with Google. 

None of this is new, of course — marketers have spent years toggling between frustration and resignation over how tightly Google grips their ad dollars. But now, with the company freshly found guilty of illegally monopolizing not just how people find information online but how that information gets monetized, those long-simmering feelings are boiling over. Throw in Google’s ongoing third-party tap dance in the world’s most popular browser, and the unease is becoming harder to ignore. 

The cumulative effect: marketers are now looking at Google not as an untouchable platform, but as a company in flux. That shift is already shaping how they think about the future, according to advertising and media experts interviewed by Digiday. 

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