The regulation of Big Tech companies has become one of the most central geopolitical, economic, and social issues in Western countries. These corporations have intensified their efforts in lobbying, attacking researchers, engaging in commercial and constitutional violations, disregarding local laws, and abusively collecting personal data, all while profiting from fraudulent advertising. This has caused significant harm to their users, especially in the Global South. Such actions largely aim at two major objectives that together ensure the perpetuation of their hegemonic powers: maximizing profits and preventing any type of regulation, whether local or global. Brazil has played a significant role in attempting to create the conditions of possibility for Big Tech's regulation in the Global South. Here, the political confrontation has taken the form of hard disputes in public opinion over media outlets. It has also involved the judiciary through the  Supreme Federal Court into action, the executive through the government, as well as provoking strong engagement in academia and civil society to produce evidence and advocacy on this issue. However, the Global South faces additional and more severe challenges in confronting Big Techs: beyond a colonial extractivist posture by these North American companies, which typically have used Brazil as a laboratory, researchers still have to contend with a lack of data, reduced transparency and low resources for research. Nevertheless, the strategic political and economic approach of Big Techs, characterized by non-compliance with laws and alliances with authoritarian governments attempting to shut down research has caused instability worldwide, in both the Global North and South, for those who work with empirical research, social data science, and seek to reflect on the social impacts of Big Tech. For the Global North, this conjuncture of data deserts and resource scarcity may represent a rupture in the established dynamics. However, for the Global South, it is a continuation of pre-existing challenges. This reality, nonetheless, places both the Global North and South before common obstacles, which can generate opportunities for new research perspectives and for robust global academic and civil society articulation in confronting Big Tech worldwide.