DIGITAL CONTENT NEXT – 30//09/2019
Sarah Hartland
As antitrust investigations envelope tech giants like Google and Facebook, some publishers may be lulled into thinking that their competition with Big Tech is fading. It’s certainly encouraging to see that Google may be held to account for their monopolistic practices. However, it’s unlikely to change the fundamental battle between publisher and platform. Google will continue to profit from news delivery and aggregation, and marketers will still funnel large portions of their budgets to stay at the top of search results. But to say that Big Tech is here to stay is not to admit defeat. This David and Goliath battle will surely rage on, and there are plenty of ways publishers can win along the way.