In this episode, Adam Heimlich, CEO and co-founder of Chalice Custom Algorithms, joins the AdTechGod Pod to discuss the Google antitrust trial and its impact on the adtech industry. He explains that the adtech industry has been dominated by Google, causing fear and mistrust among industry players. The trial will bring to light Google's dominance and potentially lead to a new era of competition and innovation. Adam breaks down the antitrust case, comparing it to the Standard Oil and Microsoft cases, and explains how Google's control over the tech stack and data prevents competition and stifles innovation. He predicts that Google will likely be broken up, but the extent of the breakup remains uncertain. Adam believes that breaking up Google will lead to more choices, openness, and innovation in the industry. He also emphasizes the importance of treating everyone in the industry as equals and fostering better relationships. For more information on the Google antitrust case please subscribe to monopoly.marketecture.tv Thanks to Live Intent for sponsoring this episode. Takeaways The ad tech industry has been dominated by Google, leading to fear and mistrust among industry players.The Google antitrust trial will bring to light Google's dominance and potentially lead to a new era of competition and innovation.Google's control over the tech stack and data prevents competition and stifles innovation in the ad tech industry.Breaking up Google will result in more choices, openness, and innovation in the industry.Treating everyone in the industry as equals and fostering better relationships is crucial for a better industry. Chapters 00:00 Introduction and Background04:17 Overview of the Google Antitrust Case07:36 Comparison to Standard Oil and Microsoft Cases13:11 Comparison to EU Antitrust Cases16:09 Potential Breakup of Google18:49 Reshaping the Ad Tech Industry21:35 Impact on Employees and Career Growth23:24 Conclusion and Call for Better Relationships