The antitrust case against Google highlights a critical juncture for the digital advertising industry and the broader ‘open web.’ While proposed remedies like divestiture of ad exchanges target specific issues, the fundamental debate centers on data control and market power. Similar scrutiny on major tech platforms, including potential regulatory actions in the EU regarding digital rulebooks, indicates a growing trend of antitrust enforcement globally. Investors in the technology sector should anticipate increased regulatory oversight and potential impacts on business models of dominant players. Innovation in decentralized technologies or alternatives could emerge as a response.