The European Commission has launched an investigation into the fact that Google is dominating the Internet advertising market, a the cost of it’s competitors in the industry.
Google’s role in the data collection, and the sale of advertising space, and the role as intermediary in online marketing will be assessed by authorities.
The Committee is concerned that the tech giant is making it more difficult for others sites to compete with each other.
Competition In The Market
Google said that it will co-operate with this investigation.
According to Margaret Vestager, the vice-chairman of the executive committee, “the fact that the company has been present at every level of the supply chain in online display advertising has been a matter of concern”.
“Online-advertising services are at the heart of how Google and publishers monetise their online services,” she said.
“Google collects data to be used for targeted advertising purposes, it sells advertising space and also acts as an online advertising intermediary.
“A level playing field is of the essence for everyone in the supply chain.
What Will Be Investigated?
The inquiry will look at: (Source: BBC)
– the obligation to use Google’s services and or Google Ads to purchase display ads on YouTube
– the obligation to use Google Ad Manager to service online display ads on YouTube
– the apparent favouring of Google’s ad exchange, AdX, by its other services
– the restrictions placed by Google on the ability of rival advertisers to access data about user identity or behaviour
– Google’s plans to prohibit third-party cookies on Chrome
– Google’s plans to stop making the advertising identifier available to third parties on Android smart mobile devices
Commitment From Google
“Fair competition is essential, both for advertisers to reach consumers at the publisher, and for the publisher to sell space to the advertisers.
Google claims that they plan to increase users ‘ control over their data.
Its Privacy Sandbox alternative to cookies, which track users as they move around the web, on Chrome will provide only anonymised feedback.
However, there are concerns that it may also have the benefit of the Google-à-vis its competitors.
