The EU Commission and the US Department of Justice are going after Google for its ad business for illegally monopolizing the ad tech supply chain.
The search engine company allegedly uses its dominant market position to favor its intermediation services, and the EU Commission has found evidence of wrongdoing.
Google Ad Business Issues
The search engine platform has created services for publishers and advertisers, notably AdX, which the other two services frequently prefer.
For clarity, AdX can bid after all other bidders have placed their offers, and the search engine company is also made aware of the highest bids from competitors beforehand.
Meanwhile, on the supply side, Google Ads nearly only uses its AdX exchange platform to put bids.
Moreover, European officials believe that since the search engine company won’t take action on its own, the EU Commission must step in and possibly dismantle Google’s advertising business.
The search engine company has been given time to respond, and if it fails, it risks dissolution and a fine equal to 10% of its annual global revenue.
Started his freelancing adventure in 2018 and began doing freelance Audio Engineering work and then started freelance writing a few years later.
Currently he writes for Gadget Pilipinas and Grit.PH.
He is also a musician, foody, gamer, and PC enthusiast.
