Client focus is finest response to antitrust scrutiny

Alphabet and Google are facing multiple government antitrust cases, but the company believes continuing to serve consumers is a winning strategy.

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alphabet and Google are facing increased government control. including an antitrust lawsuit filed in December, the third since October. It could take years to resolve the legal conflict with government regulators. According to Google’s head of marketing, an ongoing focus on the consumer is the best answer.

Google will continue to resonate with its users as the government scrutinizes big tech companies, the company’s marketing director Lorraine Twohill said recently at CNBC CMO exchange.

“We are by far the most helpful company in their lives and we must continue to do so,” Twohill said at the CNBC virtual event Thursday.

Twohill said user trust is a “core part” of Google’s DNA and consists of three components. This includes providing accurate and timely information as well as improving data protection and security measures to ensure user safety. Around 200 million users have already passed the platform’s privacy review, she said.

“If we continue to have a close relationship with our consumers and users by being helpful … that is the right answer for me right now,” said Twohill.

Then SVP speaks for global marketing at Google Lorraine Twohill on the stage of Creativity & Technology: Lorraine Twohill & David Droga in the discussion panel presented by Google during the Advertising Week 2015 AWXII on the Times Center Stage on September 30, 2015 in New York City.

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The government cases allege that the company used anti-competitive and exclusive contracts to ensure a continued monopoly on online search and to prevent competitors from accessing many of these sales search channels.

Earlier this month, the company called the case “a misleading attack” on the advertising technology business, while addressing a claim the company allegedly conspired on Facebook to Fixed prices and minimize competition.

While government attorneys claim that the tech giant’s business practices are restricting consumers’ access to competing technologies, Google executives focus on the argument of delivering the services consumers want and improving them.

Google’s economic policy director Adam Cohen responded to the latest lawsuit in one blog entry This complaint “suggests that we shouldn’t have worked to improve the search, and that we should, in fact, be less useful to you.”

Google isn’t the only big tech company under scrutiny. Facebook has gone through a number of government antitrust cases including filed a lawsuit last month by the Federal Trade Commission and a number of attorneys general from 48 territories and states who claimed the tech beast used its power to eliminate competitive threats in acquiring platforms like WhatsApp and Instagram.

Amazon could possibly face increased government scrutiny under the Biden governmentwhile AppleApp Store has too was a focus for possible regulatory measures.

As the largest tech companies in the history of the world, they are under competition law scrutiny – sometimes as in the case of the Billions of dollars that Google pays Apple To be the default search engine for iPhones, Twohill said it was important not to put them all together.

“It’s important not to put all of the big technologies in one bucket. We’re all very different, we think and work very differently,” she said.