Google’s recent court loss may become Viant Technology’s gain.
A U.S. district judge in Virginia ruled in April that Google illegally monopolized advertising tech markets.
That’s good news for the future of the Irvine-based advertising software company, which has become a major player in online ads.
The U.S. Department of Justice is pursuing remedies that could include forcing Google to sell its AdX digital ad marketplace and DFP platform for managing and delivering ads on websites, Reuters reported.
“Any regulatory action taken to limit Google’s illegal market dominance will improve Viant’s competitive positioning,” Viant co-founder and CEO Tim Vanderhook told investors during a May 6 earnings call.
Viant argues that Google’s vertical integration creates massive conflicts of interest that hurt competitors. It says a Google breakup is long overdue, citing the currently restricted access to YouTube, which the tech giant bought in 2006 for $1.65 billion.
If the assets are spun off into a separate entity, Vanderhook said, “In time, this could present an opportunity to provide our clients with access to YouTube ad inventory through our buying platform.
“In our view, an open market for YouTube is the most beneficial outcome.”
Google Expected to Appeal
Google—officially known as Alphabet—is expected to appeal the April court ruling.
Vanderhook said Google is basically able to “control the flow of internet traffic, what consumers get exposed to, and what they don’t get exposed to.”
He summarized what happens when a company gets taken off page 1 of Google. “You evaporate off the internet is the answer.”
“Google controls traffic at the start of the internet journey for most consumers, and they push that traffic wherever they want, usually to their owned and operated businesses that they’ve either acquired or control through their ad exchange,” according to the Viant CEO.
His brother, Viant COO Chris Vanderhook, added: “Let’s not forget, we have already been competing with an illegal monopoly for the entirety of our existence.”
Viant serves a broad and diversified group of well over 1,000 advertisers, spanning all major industry verticals.
Limited Impact of Trump’s Tariffs
CEO Vanderhook also seemed to downplay the importance of President Donald Trump’s slate of tariffs, which critics say may send overseas markets into turmoil. Though, this month, the Trump administration announced tariff deals with key trade partners, including the United Kingdom and China.
A company review showed “recently imposed tariffs will only minimally impact our future performance as exposure to high-risk verticals like automotive, for example, is limited,” Vanderhook said.
For the second quarter, the company sees revenue of $77 million to $80 million, representing 19% year-over-year growth at the midpoint.
Madden also predicted adjusted EBITDA of $10.5 million to $11.5 million, representing 15% growth year over year at the midpoint.
