European Commission to investigate Google's 'domination' of display advertising

European Commission to investigate Google's 'domination' of display advertising
By
24 June 2021 (Edited 24 June 2021)

EC is concerned that Google is making it hard for other online advertisers to compete

The European Commission announced on Tuesday that it is opening a formal antitrust investigation in order to determine if Google has violated EU competition rules by favoring its own display ad services so as to disadvantage competing providers of ad tech services, advertisers and publishers - and also specifically if Google is distorting competition by restricting access to, and reserving for its own use, user data for advertising purposes.

EC Executive Vice-President Margrethe Vestager (pictured above) said:

“Online advertising services are at the heart of how Google and publishers monetise their online services. Google collects data to be used for targeted advertising purposes, it sells advertising space and also acts as an online advertising intermediary. So Google is present at almost all levels of the supply chain for online display advertising. We are concerned that Google has made it harder for rival online advertising services to compete in the so-called ad tech stack. A level playing field is of the essence for everyone in the supply chain."

The EC will be looking at how Google collects user data, sells advertising space and acts as an advertising intermediary.

Google said in a statement that its plans to prohibit third-party cookies on Chrome and stop making users identifiable to third parties on Android devices will strengthen the control that users have over their own data.

In the past 3 years, the EU has assessed Google a total of 8.25B in antitrust fines.

Google has said it plans to cooperate with the new investigation.


If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs    - David
David@DavidHBoggs.com
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Subscribe to my blog

External Article: https://ec.europa.eu/commission/presscorner/detail/en/ip_21_3143


Subhead EC is concerned that Google is making it hard for other online advertisers to compete
Website
Visit Website
Rating
4/5 based on 1 vote.
Show Individual Votes
Tags , , , , , , ,
Related Listings

Sorry, you don't have permission to post comments. Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread: