The UK just dropped a potential game-changer for search and ad tech.
This week, the Competition and Markets Authority (CMA) proposed to label Google with “strategic market status” (SMS) under its new digital competition regime — a move that could finally level the playing field for publishers.
Because this isn’t just about the UK. If this sticks, it could trigger ripple effects across global markets, shaking up how platforms operate and giving publishers an opportunity to reclaim control.
Let’s break down what the CMA’s move means, what’s at stake for publishers, and why this moment matters in the broader ad tech power struggle we’ve been covering at AdMonsters.
CMA Considers Strategic Market Status for Google Search
On June 24, the CMA announced that it’s seeking input on whether to designate Google with SMS in general search and search advertising. Doing so would give the regulator sweeping new powers to intervene in how Google operates search in the UK.
This comes after years of publisher complaints about Google’s dominance, including handling over 90% of UK search queries, controlling the gateway to millions of readers, and setting terms that can make or break publisher revenue overnight.
If SMS is confirmed (decision due by October), the CMA could require Google to:
- Offer mandatory “choice screens” so users can easily switch search providers.
- Implement fairer, more transparent ranking rules for businesses and publishers.
- Give publishers greater control over how their content is used in search results, AI Overviews, and Gemini.
- Enable data portability so users can transfer search histories to competing services.
The CMA’s roadmap also hints at longer-term measures, including more transparency in ad tech, scrutiny of default deals with device makers, and even potential payments to news organizations.
For publishers, these early steps could mean more leverage, better visibility, and new opportunities to innovate—though much will depend on how the CMA implements the rules.
Publisher Stakes: More Power, Less Platform Dependency
Publishers have long argued that Google’s search dominance leads to higher ad costs and limited transparency and that they have little recourse when ranking changes tank their traffic. The CMA’s investigation echoes these concerns, highlighting how Google’s vast index, historical search data, and tight integration across products creates barriers for rivals and limits publisher options.
The CMA’s proposed changes could crack open the search market in a big way. By dialing up competition, the CMA is aiming to drive down advertising costs—a win for marketers and publishers alike. The move also puts more power back in the hands of publishers, especially at a time when AI-generated search results draw more content into closed platforms that limit direct access to the original sources.
But perhaps most importantly, it opens the door for new players and alternative search providers to gain real traction, which could finally shake up the status quo and spur meaningful innovation in the space.
However, the political winds are shifting. As reported by Reuters, the UK government’s current focus on economic growth and tech investment could mitigate the impact of any new regulations, with some experts labeling the CMA’s move as “performative” in the face of broader industry trends.