Another day, another antitrust lawsuit. Google is facing its third (third?) case. With Facebook, that’s four antitrust lawsuits in nine weeks, which is extraordinary. Let that sink in.

Thursday’s case takes aim at the market dominance of the search giant’s search operations, which, let’s be honest, has been a long time coming. This is good news for rivals like Yelp, as Scott Nover reports, but also raises questions about how a change in administration will impact the case proceedings. 

So the big questions are what impact will these lawsuits have on the platforms, their products, rivals and how ad buyers use them? Litigation is lengthy. I expect buyers’ media plans remain unchanged. But please do prove me wrong! My details are below. 

Before that, I'll remind you that you can dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands.

Thanks for reading and have a restful weekend!

Lucinda

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It marks the first time this has been done for a platform with the social network’s scale.

The cross-platform engine powers 53% of the top 1,000 grossing mobile titles.