Google parent Alphabet's contemplated acquisition of marketing software company HubSpot would likely spark opposition from regulators even as many experts agree it would not curb competition, and would require the technology giant to open a new front in its battle with antitrust watchdogs.
The Google logo is seen on the Google house at CES 2024, an annual consumer electronics trade show, in Las Vegas, Nevada, U.S. January 10, 2024. REUTERS/Steve Marcus/File Photowould likely spark opposition from regulators even as many experts agree it would not curb competition, and would require the technology giant to open a new front in its battle with antitrust watchdogs., which has a market value of $34 billion.
According to technology researcher Gartner, HubSpot, which focuses on smaller customers, had a 4.9% market share in 2022 in the CRM marketing software industry, while Salesforce and Adobe each held a 15% share. "My initial reaction is such a deal would face a pretty tough reception from the antitrust regulators," said Seth Bloom, a former general counsel of the U.S. Senate antitrust subcommittee who now runs his own advisory firm.Google already faces several antitrust challenges, including two lawsuits from the United States Department of Justice. One accuses it ofThe regulatory terrain for Google is also hostile in Europe.
What has pushed Google toward a big deal is its swelling cash pile of $110 billion and the need to better deploy capital to generate returns. While it is investing heavily in artificial intelligence like its peers, its shareholder returns have lagged those of other players in this space such as Microsoft and Meta Platforms
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