What Is The Argument In Favor Of Regulating Google

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Explain why Google is considered a two-sided market. What is the argument in favor of regulating Google? Why did the European Commission fine Google $5 billion in July 2018?
Google is considered a two-sided market since it operates with two different classes of users, searchers, and advertisers who utilize the platform. In other words, Google can be described as a platform that is operated by two classes of users, the searchers and the advertisers. The two classes of users perform different transactions. In the first class, a user accesses Google to search for certain information and he submits a query in order to get appropriate resources. The second class of users are the advertisers who purchase space to advertise to targeted searches on Google. The adverts can be directly purchased from Google or indirectly from advertisement agencies (Luchetta 194). Advertisers bid for key words that are commonly used by the first class of users, they obtain the search results, and this is the reason why Google is considered a two -sided market.
There are numerous reasons why people argue in favor of regulating Google. First, certain people consider Google to be a monopoly that controls a huge percentage of search activities that are conducted over the internet. Evidence indicates that Google dwarf other technological companies in several internet related activities such as searches for personal and market information as well as advertising revenues. For instance, Google advertising revenues in 2011 was $36.5 million, compared to advertising revenues made by Facebook, which amounted to $3.2 billion (Luchetta 201). This is a clear indication that Google is a dominant player in the internet industry since its revenues tremendously surpasses those made by other players in same platform. Critics argue that the sheer size of Google provi...