Marketing Briefing: As the Google antitrust trial wraps, marketers weigh future of paid search ad spend

As the Google antitrust case comes to a close — lawyers for both Google and the Department of Justice made their closing arguments last week and now await a verdict — there’s a spotlight on Google Search and paid search advertising in general.

The impact on paid search may be unclear, but marketers and agency execs believe that regardless of the outcome of the case the future of search will be a more fragment and that brands will have to adapt as they follow shifting consumer search trends. 

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