Episode 409

Published on:

19th Jul 2022

A Solution to Fixing Google's Monopoly on Advertising

Is Google a monopoly? If so, how is its market power hurting marketing and advertising agencies?

On today's episode, Kasim Aslam describes how Google's monopoly power allows it to weaponize data and charge money for traffic over and above normal auction rates. 

About a decade ago, bloggers, marketers, and advertisers used to get by on organic traffic and internet advertising. Unfortunately, those days are long gone now that Google gobbles up the vast majority of internet advertising dollars. Google can exert massive influence by controlling how people use the internet — and charge money for traffic however they please.

Like any monopoly, Kasim believes it's high times the government regulated them and created an ecosystem that allows other marketing mechanisms to compete. 


Listen in as Kasim dissects how Google's monopoly is hurting advertising and how The U.S. Justice Department can confront Google's position as the unchallenged giant on the internet. 


  • How Google's monopoly is hurting advertising
  • Google's dominance in the advertising space
  • The U.S. Department of Justice's role in squashing Google's dominance
  • Ad rank threshold and what that means
  • Google's tainted Ads pricing framework
  • Why Google ads can and will exceed your daily set budget
  • Why the traffic auction format is an interesting counter to Google's monopoly



Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

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About the Podcast

Perpetual Traffic
Helping you master paid traffic and conversions!
Perpetual Traffic is a semiweekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business through paid traffic. The show is produced by Tier 11 and hosted by Ralph Burns and Kasim Aslam. The duo share Paid traffic is the act of putting your product, service, or message in front of your target audience… it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buying expert or you’ve yet to create your first Facebook or Instagram ad, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the paid traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners just like you and how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

About your host

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Kasim Aslam