WorldAustralia intends to break Google's grip on online advertising

Australia intends to break Google’s grip on online advertising


AA / Ankara

Australia’s competition regulator on Tuesday called for new rules to curb Google’s dominance in the country’s online advertising market.

The Australian Competition and Consumer Commission (ACCC) said its investigation into advertising technology “revealed significant competition concerns and likely harm to publishers, advertisers as well as consumers.”

“Google’s dominance in the ad technology supply chain is underpinned by multiple factors, including its access to consumer and other data, its access to a proprietary inventory, and its integration across all of its technology services. advertising, ”said an ACCC press release.

The regulator found that Google had “a dominant position in key parts of the ad technology supply chain, and estimated that more than 90% of ad impressions exchanged through the ad technology supply chain went through the ad technology supply chain. minus a Google service in 2020. ”

According to the ACCC, Google has used its position to privilege its own services and protect them from competition, while refusing to participate in initiatives to increase competition.

“For example, Google prevents competing advertising services from accessing advertisements on YouTube, offering its own advertising services a significant advantage,” deplores the Australian authority.

Rod Sims, head of ACCC, said Google’s actions had “led to a less competitive ad technology industry.”

“This conduct has helped Google establish and secure its dominant position in the ad technology supply chain,” he said, adding that the ACCC “is examining specific allegations against Google under existing laws. on the competition. ”

He stressed, however, that existing competition laws in Australia “are not well suited to deal with these kinds of general concerns”, calling for more power to develop industry-specific rules.

“New regulatory solutions are needed to combat Google’s dominance and restore competition in the ad technology industry to the benefit of businesses and consumers,” Rod Sims suggested.

“We recommend that rules be taken into account to manage conflicts of interest, prevent anti-competitive self-preference and ensure that rival ad technology providers can compete on their merits,” he added.

Earlier this year, Australia implemented a new law requiring tech companies to pay local media outlets for news content posted on their platforms. A decision that Google and Facebook initially resisted before making deals with media groups.

* Translated from English by Alex Sinhan Bogmis

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