# What the Google antitrust ruling could mean for advertisers
## Changes in technology and consumer behavior make this the perfect moment for companies that want to challenge Google's dominant market position.
[Constantine von Hoffman](https://martech.org/author/constantine-von-hoffman/ "Posts by Constantine von Hoffman") on August 6, 2024 at 3:14 pm \| Reading time: 4 minutes
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Google’s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. It could result in a big hit to parent company Alphabet’s bottom line; more and better search choices for people; and lower-priced, more effective advertising.
We won’t know until U.S. District Judge Amit Mehta hands down the penalties in a few months. However, Google has said it will appeal the ruling, so it will likely be years before anyone knows for certain how everything will fall out.
_**Dig deeper: Why Google lost: The DoJ’s case in 11 slides**_
That said, the ruling comes at a good moment for competitors. Thanks to changes in consumers’ online behavior, people are getting used to using things other than Google.
“People no longer rely on just one source,” Marcel Hollerbach, chief innovation officer at product-to-consumer company Productsup, told MarTech “Depending on what you need, you might head straight to Amazon for a last-minute phone charger for an upcoming trip, browse TikTok for recipe ideas for an upcoming dinner party, visit Reddit for engineering advice, or turn to ChatGPT for help with asking for a raise.”
[https://martech.org/what-the-google-antitrust-ruling-could-mean-for-advertisers/](https://martech.org/what-the-google-antitrust-ruling-could-mean-for-advertisers/)