US Threatens Google Breakup and Sues TikTok; Connatix and JW Player Merge; WPP Partners with Roblox

by Aimee Newell Tarín on 10th Oct 2024 in News

Today’s news: DOJ Threatens Google Breakup; US States Sue TikTok; Connatix and JW Player Merge; WPP Partners with Roblox

For some time now, the ad tech industry has been predicting a breakup of Google’s tech empire. Now – following the August ruling in which US District Judge Amit Mehta declared Google a monopolist due to its control over the online search market – the US government considers the move seriously. In a court document filed on Tuesday, the DOJ stated that a potential remedy to Google’s uncontested search dominance could include “structural requirements”. The DOJ is due to submit a more detailed set of proposals by 20th November, after which Google will be able to submit its own proposed remedies by 20th December. Meanwhile, Google awaits to make the closing arguments for its ad stack case against the DOJ on the 25th November. How soon could we see Google’s empire come crashing down?

TikTok is in more trouble, too – the video platform has been sued by more than a dozen states in the US over allegations that it is contributing to driving a mental health crisis among children. More explicitly, it’s accused of using addictive features to get children hooked on the app, as well as intentionally misleading the public regarding its safety. Viral TikTok challenges causing harm to young people has also been cited as a major concern. Additionally, the lawsuit calls out certain tech features on the platform for their harmful effects, such as beauty filters which modify users’ appearance. The case has been brought forward by a bipartisan group of attorneys across the country, filed by thirteen states separately and in the District of Columbia. TikTok believes the claims are “inaccurate and misleading”. This case hits the video giant at a turbulent time while it battles for the right to stay in the US.

Turning our attention away from legal matters, Connatix and JW Player have merged to create JWP Connatix. The unification of JWP’s streaming, data, and workflow capabilities with Connatix’s full stack advertising and content technology will create the industry’s largest independent video monetisation platform for broadcasters, publishers, and advertisers. The merger hopes to take advantage of consumer cord-cutting, as the shift from linear to streaming intensifies. It aims to maximise audience engagement and help optimise revenue across different monetisation models.

WPP and Roblox have also announced a global partnership with the aim of unlocking the potential of immersive media and gaming. According to WPP’s press release, the key pillars of their collaboration include a joint advisory council to develop 3D measurement standards, Roblox sprint days for clients (which will bring together Roblox creators, developer studios and agency strategists), and a Roblox certification programme aiming to help marketers deepen their expertise in the platform’s ecosystem. Their partnership will also help to scale expertise among agency teams and brands through leveraging the gaming platform as a new media channel.