OTTAWA, NOV 29 – Canada’s competition watchdog yesterday announced legal action against Google, accusing the company of ‘anti-competitive conduct’ in online advertising.
Ads are usually bought and sold through automated auctions and managed by businesses using advertising technology – a system that also determines which online ads users see when browsing a website.
The results of the Competition Bureau’s investigation found that Google is the largest provider of advertising technology tools in Canada. Commissioner Matthew Boswell said Google had ‘abused its dominant position by forcing market participants to use its own advertising technology tools.’
The body accused Google of giving priority to its own tools in accessing ad inventory, selling ads at a loss aimed at blocking competitors, and setting conditions for the use of third-party advertising technology tools.
Boswell said he would ask the tribunal to balance the situation by forcing Google to sell two of its advertising technology tools and pay an unspecified penalty.
Google spokesman Dan Taylor said the company was prepared to defend itself against accusations that it was ‘ignoring fierce competition in which ad buyers and sellers have many choices.’
In June 2021, the French competition body fined Google 220 million euros for prioritizing its own services in the online advertising sector.
Google’s advertising practices are also subject to investigation or proceedings in Britain, the European Union, and the United States (US). This week, Google and the US government met in federal court in a case related to Google’s alleged unfair dominance in online advertising.
If the judge rules that Google is guilty, a new phase of the trial will determine how the company will have to comply with the ruling. – AFP
