As we all know, the Google Ad business generates a lot of money every single day. But, how these advertisement gets to the public and final consumers is a cause of friction between Google and certain governments. The British Competition and Markets Authority” (CMA), has a new antitrust case against the Mountain View company.
This isn’t the first time this year that Google will be receiving such an antitrust case from Britain. The first of its kind this year involved an advertisement contract between Google and Meta’s Facebook. This agreement no doubt undermines a competing ad system (header bidding) in favour of Google’s Open Bidding system.
Also, the US government filed an antitrust lawsuit against this same advertising option, calling it Google way of boycotting the head bidding system. By doing this Google and Facebook generated more revenue for themselves, and the lawsuits aim to weaken the open bidding advertising scheme.
The most recent investigation into the Google Ad business will further weaken its advertising scheme, hence levelling the competition. Google through its advertising business may have illegally distorted competition, hence earning more than is necessary. The scrutiny of anticompetitive actions from American tech giants is taking a new turn and gradually entering overdrive. This means that soon the internet advertising power will shift from the hands of Google, hence eliminating any monopoly of the market.
