The UK’s Competition and Markets Authority (CMA) has provisionally concluded that Google engages in “anti-competitive practices” in the realm of online advertising. After a two-year investigation into the tech giant’s ad tech services, the CMA found that Google’s dominance in the sector may be harming UK publishers and advertisers by prioritizing its own services over competitors.
Google’s ad tech services are widely used by publishers and advertisers to bid for and sell digital advertising space. However, the CMA expressed concerns that Google’s practices prevent other competitors from offering better services, thus limiting competition in the market.
Google, through its Vice President of Global Ads, Dan Taylor, has disputed the findings, claiming that the CMA’s conclusions are based on flawed interpretations of the ad tech industry. He emphasized that Google’s tools help businesses and content creators reach new customers, and the company remains committed to supporting both publishers and advertisers.
This investigation is one of several similar probes worldwide, with the US Department of Justice and European Commission also scrutinizing Google’s practices. The CMA will carefully review Google’s representations before making a final decision. The findings come as a multibillion-pound lawsuit against Google for anti-competitive behavior in digital advertising moves forward in the UK.
Google-parent Alphabet recently reported significant revenue growth from online ad searches, reaching $48.5 billion in the second quarter of 2024.
