The UK’s Competition and Markets Authority (CMA) has accused Google of abusing its dominance in the online advertising market, allegedly overcharging publishers and stifling competition.
On Friday, the CMA issued a statement of objections to Google following an investigation suggesting that the tech giant’s actions might be illegal. This adds to a series of global challenges against Google’s control over digital advertising, with similar actions ongoing in the United States and European Union. The regulator claims that Google’s control over multiple stages of the online advertising ‘stack’ allows it to charge publishers inflated fees while sidelining rival advertising services.
Primarily, Google manages both the advertising servers that sell space and the online exchanges where ads are bought and sold. Advertisers spend billions annually on display adverts, making this a critical market. Juliette Enser, the CMA’s interim executive director of enforcement, highlighted the negative impact on businesses that rely on online advertising to keep digital content free or affordable. She stressed the importance of ensuring that publishers and advertisers benefit from fair competition.
The News Media Association, representing British news organisations, has urged the CMA to act swiftly under new competition laws that establish a specialist digital markets unit within the regulator. Owen Meredith, the association’s chief executive, emphasised the need for urgent action, stating, ‘We need the new digital markets regulator to start its work investigating the large tech platforms as quickly as possible, with Google Search and Google ad tech as top priorities for designation.’ He added, ‘By levelling the playing field, we can create a digital economy for the UK which fosters genuine competition, powering growth in these critical markets.’
However, Google disputes the CMA’s accusations. Dan Taylor, Google’s vice president of global ads, criticised the charges, stating, ‘The core of this case rests on flawed interpretations of the ad tech sector. We disagree with the CMA’s view and we will respond accordingly.’
The CMA holds the authority to fine Google or demand it ceases anti-competitive practices. In the European Union, discussions are ongoing that Google might need to be broken up to resolve the market imbalance. Next week, Google will face a US trial over similar anti-monopoly charges brought by the Department of Justice, following its recent loss in a separate competition case concerning its dominance in the search engine market. As Google prepares to defend its advertising practices in court, the mounting legal pressures underscore the global scrutiny of its market power.
The allegations against Google by the CMA highlight ongoing concerns about the company’s influence in the digital advertising market. As legal challenges continue to mount globally, the outcome of these investigations and trials could significantly impact the future landscape of online advertising.