Equity Perplexity’s bid for Google Chrome could be just the beginning
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Aug 15, 2025 
Neil Chilson, a lawyer and computer scientist, leads the AI Policy at the Abundance Institute. He dives into Perplexity's audacious $34.5 billion bid for Google's Chrome, linking it to the ongoing antitrust struggles Google faces. The conversation unpacks the ramifications of this deal on search and ad tech, as well as how generative AI could disrupt industry competition. Neil also highlights the evolving landscape of antitrust laws in relation to AI and the potential for smaller companies to thrive amidst these changes.
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Market Definition Will Decide AdTech Case
- The AdTech case will hinge on defining the relevant market, especially a narrow open-display auction segment.
- DOJ will argue many alternatives aren't in-market while Google will argue advertisers choose across channels.
Google Will Leverage Past Merger Approvals
- Google will point out regulators approved prior acquisitions like DoubleClick and AdMeld.
- It will argue revisiting old merger approvals undermines settled review processes.
Google's Efficiency Defense
- Google argues lower online ad costs and greater effectiveness undermine harm claims.
- The company will claim efficiency and sophistication justify market share.