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# Could Amazon’s Ad Business Become An FTC Target?
- URL: https://tvrev2beta2.ghost.io/could-amazons-ad-business-become-and-ftc-target/
- Published: 2024-08-09T19:22:12.000Z
- Updated: 2024-08-09T19:22:12.000Z
- Author: Michael Shields
- Tags: Amazon, FTC, Big Tech, Google, Retail Media, #sqs, #Import 2026-09-03 21:06

If you had been paying attention to all the [various lawsuits and federal cases](https://www.businessinsider.com/uber-ads-reaches-1-billion-annual-revenue-run-rate-2024-8?ref=tvrev2beta2.ghost.io) pending against big tech (and there sure are a lot), you knew it was coming. Yet it was still a shock – Google lost, and was officially named as an anti-trust violator this week by a federal judge. This case was specifically about Google abusing its power by squeezing competitors out of search distribution deals. What that means for advertising in the near term is unclear – as the bigger hammer is set to come down next month, when the other Google anti-trust case – the ad-tech one – lands.

While we wait to see if that one leads to a Google breakup, [there are lot more cases](https://www.nytimes.com/2024/08/05/technology/antitrust-google-amazon-apple-meta.html?ref=tvrev2beta2.ghost.io) to come, including one against Amazon. The Amazon case is focused on Amazon’s core ecommerce business. But one wonders: Given that Google may be forced to separate ad selling from programmatic, and that Amazon suddenly has a massive – some would say monopolistic – ad business on its platform, that it could face a similar push.

Of course, that would mean that the FTC moves quickly – which is something that just doesn’t seem to be in its DNA. More likely, they force Amazon to divest its ad platform in 2032.

**Other news this week:**

- [After Google Antitrust Ruling, Here’s Where Other Big Tech Cases Stand](https://www.nytimes.com/2024/08/05/technology/antitrust-google-amazon-apple-meta.html?ref=tvrev2beta2.ghost.io) \- Cecilia Kang and David McCabe \[New York Times\]
- [Uber Ads just became a $1 billion business — and it has plenty of room to grow](https://www.businessinsider.com/uber-ads-reaches-1-billion-annual-revenue-run-rate-2024-8?ref=tvrev2beta2.ghost.io) \- Lara O'Reilly \[Business Insider\]
- [Lowe’s rebrands retail media network](https://chainstoreage.com/lowes-rebrands-retail-media-network?ref=tvrev2beta2.ghost.io) \- Dan Berthiaume \[Chain Store Age\]
- [Best Buy Refreshes Brand for the Age of AI, Introducing 'Spokeshologram'](https://www.adweek.com/commerce/best-buy-refreshes-brand-for-the-age-of-ai-introducing-spokeshologram/?ref=tvrev2beta2.ghost.io) \- Kathryn Lundstrom \[Adweek\]