Broader implications extend to advertisers and agencies, who could face higher costs or new choices in a post-breakup world. As The New York Times reported, the case threatens Google's $3.1 trillion business model, potentially forcing it to unwind acquisitions like DoubleClick, acquired in 2008. Analysts predict that if the DOJ prevails, enforcement could include a 10-year ban on Google operating an ad exchange, per insights from Digiday's deep dive on the reckoning.