Will Google Antitrust Case Reshape Paid Search Landscape?

The ongoing antitrust case against Google could reshape the paid search landscape by increasing competition, according to Stagwell media agency Assembly, which has issued a list of predictions for the 2025 marketing landscape. 

Per the agency, changes to default search engine agreements or stricter ad practices may open the door for alternative platforms, enabling advertisers to diversify strategies for clients.  

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Among the firm’s other predictions:  

  • Research into Gen Alpha, often dubbed “iPad kids,” will accelerate, driving a surge in YouTube content tailored to their interests. 

  • Searches starting with “do I need” or “should I” are surging 65% to 85% – signaling a shift in how people seek personalized information. 

  • Statewide elections in New Jersey and Virginia – and major mayoral campaigns in New York, Atlanta and Detroit – will significantly affect the advertising landscape. 

  • The shopping revolution will accelerate as we move beyond QR codes and static “Buy Now” buttons to fully embedded, seamless commerce. 

  • Social media will become the go-to search engine for younger consumers. 

See the agency’s full list of predictions here.  

 

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