NextFin News - On January 18, 2026, Anupam Mittal, a prominent entrepreneur and judge on Shark Tank India, publicly criticized leading technology companies including Apple and Google for their practice of monetizing brand keywords in digital advertising. Mittal’s comments, shared via a detailed LinkedIn post, accused these Big Tech firms of leveraging their dominant market positions to charge businesses for bidding on keywords that include established brand names, effectively turning brand identity into a revenue stream. This practice, Mittal argued, inflates advertising costs for companies and creates barriers for smaller players seeking visibility in crowded digital marketplaces.
Mittal’s critique comes amid ongoing global scrutiny of Big Tech’s market power, particularly in the digital advertising sector where Google and Apple hold significant influence. By monetizing brand keywords, these firms capitalize on the high search intent associated with established brands, compelling competitors and even the brands themselves to pay premium prices to appear in search results or ads. Mittal highlighted that this strategy not only distorts fair competition but also undermines the value of brand equity by commoditizing it within pay-to-play advertising auctions.
The timing of Mittal’s remarks is notable, coinciding with increasing regulatory attention in multiple jurisdictions, including the United States under U.S. President Trump’s administration, which has prioritized antitrust enforcement against Big Tech. The practice of brand keyword monetization has raised concerns among marketers and regulators about potential anti-competitive effects and consumer confusion, as ads triggered by brand terms may mislead users or divert traffic unfairly.
From an analytical perspective, Mittal’s criticism underscores a broader trend in digital advertising where dominant platforms exploit their control over search and app ecosystems to extract higher rents from advertisers. According to industry data, Google’s advertising revenue exceeded $400 billion in 2025, with a significant portion derived from search ads linked to brand-related keywords. Apple’s App Store search ads have similarly grown, with developers reporting increased costs to maintain visibility amid competitive bidding on brand terms.
This monetization strategy can be understood through the lens of platform economics and market power. By controlling the gateway to consumer attention, Big Tech firms create a bottleneck that advertisers must navigate, often at inflated costs. This dynamic favors large incumbents with deep pockets, potentially squeezing out smaller competitors and startups, which Mittal, as an entrepreneur and investor, finds particularly concerning.
Looking ahead, Mittal’s public stance may catalyze further debate on the need for clearer regulatory frameworks governing keyword advertising and brand protection online. Potential policy responses could include restrictions on bidding for competitor brand terms, enhanced transparency requirements, or the establishment of fair use principles in digital ad auctions. Such measures would aim to restore competitive balance and protect brand integrity without stifling innovation.
Moreover, the criticism highlights the evolving challenges for marketers who must navigate increasingly complex digital ecosystems where brand visibility is not solely determined by organic relevance but also by financial capacity to outbid rivals. This shift necessitates strategic adaptation, including diversified marketing channels and investment in brand loyalty beyond paid search.
In conclusion, Anupam Mittal’s critique of Apple, Google, and other Big Tech firms for monetizing brand keywords reflects a critical juncture in the digital advertising landscape. It brings to light the tensions between platform dominance, competitive fairness, and brand value in an era where digital real estate is a highly contested and monetized asset. As regulatory scrutiny intensifies and market dynamics evolve, businesses and policymakers alike will need to address these challenges to ensure a more equitable and transparent digital marketplace.
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