How Big Tech’s Legal Shakeup Could Redefine Retail Strategy

The digital advertising world is under pressure — and not just from changing consumer behavior or rising acquisition costs. The real shakeup is happening in courtrooms.

Antitrust lawsuits against Google and Meta are challenging the core of how digital ads work. These aren’t abstract legal battles. They’re going after the mechanics of targeting, measurement and data sharing, the very tools many retailers depend on to reach customers. The U.S. Department of Justice’s recent win against Google’s ad tech practices, in particular, could force major changes in how ads are bought and sold online.

If you’re a retailer whose growth strategy leans heavily on third-party data and platform-centric advertising, now is the time to pay attention. These changes could mean reduced visibility, less efficient targeting, and higher acquisition costs — all while the rules are still being written.

From Legal Drama to Retail Reality

This isn’t just a policy debate. It’s a preview of a reshaped digital economy, one where retailers can’t assume they'll have turnkey access to audiences via tech giants.

We’ve already seen retailers start to adjust. Loyalty programs, mobile apps, and retail media networks are on the rise — not because they’re trendy, but because they’re necessary. They offer direct access to customers and greater control over the data that powers targeting and measurement.

These are smart moves. The more brands rely on intermediaries, the more they rent access to their own customers. And when those intermediaries change the rules — or get forced to by regulators — brands are left scrambling.

Stop Renting. Start Owning.

For years, big tech offered retailers a compelling value prop: massive reach, precise targeting, and automated ad delivery. However, that convenience came with trade-offs — namely, limited transparency, data lock-in, and growing dependency.

That dependency is now a liability.

Owning your customer relationships — and the data behind them — isn’t just a nice-to-have; it’s a survival strategy. Retailers need to invest in systems and strategies that let them collect, unify and activate first-party data across every touchpoint: e-commerce, in-store, mobile, email, loyalty. Not only does this mitigate risk, it unlocks better personalization, more durable engagement, and a clearer view of what’s actually driving performance.

Retail Media, Loyalty, and the First-Party Future

Retail media networks are a prime example of what’s possible when retailers own the relationship. Brands can reach customers at the point of purchase with richer data and more accountability than they get from traditional digital channels.

At the same time, loyalty programs and experiential campaigns are gaining traction not just as retention plays but as critical sources of zero- and first-party data. These programs help brands differentiate beyond discounts and points. They allow retailers to build emotional loyalty and gather valuable customer insights on their own terms.

It’s a more balanced model — less susceptible to the whims of policy changes or platform updates, and more aligned with long-term brand equity.

Disruption is a Window, Not a Wall

It’s easy to look at lawsuits and platform shifts as obstacles. However, they’re also a forcing function. They expose the cracks in over-reliance on external platforms and open the door to more sustainable, customer-first strategies.

Retailers that treat this moment as an opportunity to modernize their data foundations and deepen direct engagement won’t just weather the storm, they’ll come out ahead. The path forward is clear: own your data, own your channels, and own your future.

Derek Slager is chief technology officer and co-founder of Amperity, an enterprise customer data cloud.