Oh dear, look who hasn't spent enough on lobbying?
The EU's latest attempt to bring Google to heel is focused on the ad giant's supposed habit of steering business to its own ad exchange, AdX.
Google operates ad buying tools , ad selling tools , and an exchange through which ads are bought and sold . The EC thinks maybe, just maybe, this could be a problem. Specifically, the EC worries that DFP informs AdX about bids to buy ads so that AdX can pick a price that wins the auction, at the expense of competing ad exchanges. And on the ad buying side, the claim is that Google Ads mostly places bids on AdX, making the Google-run exchange more appealing to ad space sellers than other exchanges with less business.
"The Commission is concerned that Google's allegedly intentional conducts aimed at giving AdX a competitive advantage and may have foreclosed rival ad exchanges," the EC said in."This would have reinforced Google's AdX central role in the adtech supply chain and Google's ability to charge a high fee for its service."
If this turns out to be the case, the endgame may not be a laughably consequential fine. Rather, the Commission says its preliminary view is"that only the mandatory divestment by Google of part of its services would address its competition concerns."Dr. Lukasz Olejnik, an independent privacy researcher,
Belgique Dernières Nouvelles, Belgique Actualités
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