Google Breakup Coming? Here’s How Marketers Can Hedge Their Bets

It’s official: Google is on trial for what could become one of the most significant antitrust cases in tech history. The U.S. Department of Justice wants to break up Google’s ad tech business, and depending on how things go, we could be headed for the biggest shift in digital advertising since … well, Google took over digital advertising.

But what does this mean for marketers—especially B2B marketers navigating long buying cycles, multiple stakeholders, and complex funnels? Should you panic? Probably not. But should you have a plan? Absolutely. Let’s break it down.

Why Google’s potential ad tech breakup matters

Google controls an estimated 90%+ of the ad tech stack—from ad serving to exchange to placement. The DOJ argues this vertical integration gives Google an unfair advantage over publishers and advertisers alike.

If the courts agree, we could see Google forced to divest key components, such as:

• Google Ad Manager (formerly DoubleClick for Publishers)
• Google Ad Exchange (AdX)
• Parts of DV360 and its demand-side platform (DSP) stack

This isn’t just courtroom drama. This is market disruption in the making. And while it might sound like only a problem for publishers or massive e-commerce brands, it has real implications for B2B marketers of all shapes and sizes.

What types of companies would feel it the most?

If you’re running US$1,000 a month in Google Ads, you won’t likely be affected. But if your media mix relies heavily on Google’s stack—especially if you’re integrating data across Google Analytics, DV360, Search Ads 360, and YouTube—you need to pay attention. Who might be most affected?

• Midsize to large enterprise marketers who rely on programmatic and use DV360 or Google Ad Manager to target B2B audiences
• SaaS and technology brands that use retargeting and intent-based signals for lead generation
• Agencies and in-house media teams who’ve built workflows, reporting, and optimization pipelines on top of Google’s integrated stack

Potential risks for B2B marketers

• Fragmentation of data and tools. Attribution, retargeting, and audience targeting could get messy if these tools no longer talk to each other.
• Reduced efficiency and transparency. While the goal is to level the playing field, we may see higher CPMs and more intermediaries in the short term.
• More reliance on walled gardens. If Google is weakened, Meta, Amazon, and LinkedIn will fill the vacuum—each with their own siloed data.

Five smart moves for marketers right now: How to hedge your bets

We’re not here to stir panic—we’re here to help you build resilience. Here’s our point of view on how to stay agile and future-proof your marketing.

1. Diversify your media mix

Don’t put all your dollars into Google. Explore:

• LinkedIn for B2B targeting
• Reddit for niche audiences
• Programmatic via The Trade Desk or StackAdapt
• Sponsored content from trusted industry publishers

2. Invest in first-party data

Build the list. Nurture the list. Activate the list. Google may lose access to cross-platform identifiers—but your CRM, email list, and site-behavior data are gold.

3. Strengthen attribution models

Relying solely on GA4 or Google Ads for performance data is risky. Consider:

• Multitouch attribution tools like HubSpot, Adobe Marketo, or Dreamdata
• Offline conversion tracking
• Studies reflecting brand lift to supplement your digital reporting

4. Future-proof creative and content

The machines may change, but great content and clear value propositions don’t go out of style. Prioritize assets that perform across platforms:

• Explainer videos
• Interactive landing pages
• Analyst-backed thought leadership

5. Stay informed, stay flexible

The digital ad landscape is already dynamic—and a breakup will only accelerate change. Partner with agencies that keep a close eye on platform shifts and optimize not just for spend efficiency but also for buyer behavior and funnel impact.

TL;DR

A Google breakup wouldn’t be the end of the world—but it would certainly be a wake-up call. For B2B marketers who’ve grown comfortable inside the Googleverse, it’s time to rethink your dependencies and build a stack that’s more modular, privacy friendly, and adaptable to change.

Need a partner who can help you adapt your media strategy to what’s next? CMD can help.

Check out our blog post on how to reduce marketing waste and boost ROI for actionable ideas to strengthen your media mix in uncertain times, and connect with us any time.