The Competition Bureau of Canada has filed an application with the Competition Tribunal to allege anti-competitive conduct by Google in online advertising. The application requests Google to divest two key advertising technology tools.
Google Responds to the Allegations
Google refuted the charges, stating that the advertising-buying space is over-competitive. "Our ad tech tools help websites and apps pay for their content and help businesses of all sizes connect with new customers," said Dan Taylor, VP of Global Ads at Google. The company claimed it's sure of defending its position in court, as it said that practices are fair and in favor of the bigger picture of advertising. The authority has opened an investigation into the business practices of Google since last year 2020. Initially, the investigation was on whether the corporation had engaged in conduct which impacted the competitiveness of the adverting business. In early 2024, The probe expanded to include Google's ad technology services, which the Bureau claims dominate Canada's ad tech market through anti-competitive methods.
Other Country's Cases
This is a case in Canada that mirrors the situation that has occurred in other regions. In the United States, the Department of Justice has filed an antitrust lawsuit against Google for monopolizing the markets for publisher ad servers and advertiser ad networks. The Google, was to sell an ad exchange platform in Europe to resolve an antitrust investigation this year. The European publishers rejected the offer and said that it was not enough to resolve their complaints. The outcome may adversly affect Google's global ad-tech business. The result can have a significant impact, if the Competition Bureau wins the case. It will also have impact on cases from other countries regarding the regulation of advertising activities.
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