The European Publishers Council said that Google has an ad tech stranglehold over press publishers and all other businesses involved in the ad tech ecosystem
Google accused by the European Publishers Council of indulging in anti-competitive ad tech practices. (Credit: Grendelkhan/Wikimedia Commons)
Internet major Google has been hit by an antitrust complaint lodged with the European Commission (EC) by the European Publishers Council (EPC) for allegedly indulging in anti-competitive ad tech practices.
According to the council, Google has been maintaining an ad tech stranglehold over press publishers as well as all other businesses in the ad tech ecosystem.
The council calls itself a high-level group of chairmen and CEOs of leading media groups across Europe. It has asked the EC to make Google accountable for its anticompetitive behaviour and enforce remedies for restoring conditions so that competition in the ad tech value chain is effective.
European Publishers Council chairman Christian Van Thillo said: “It is high time for the European Commission to impose measures on Google that actually change, not just challenge, its behaviour – behaviour that has caused and continues to cause considerable harm, not just to Europe’s press publishers, but to all advertisers and eventually consumers in the form of higher prices (including ad tech fees), less choice, less transparency and less innovation.
“Competition authorities across the world have found that Google has restricted competition in ad tech, yet Google has been able to get away with minor commitments which do nothing to bring about any meaningful changes to its conduct.”
European Publishers Council has alleged that Google after its 2008 acquisition of internet advertising company DoubleClick has implemented a series of illegal tactics to eliminate competition in ad tech.
The group claimed that Google’s strategy was successful and that the internet major has captured end-to-end control of the ad tech value chain. Furthermore, Google boasted market shares of 90-100% in ad tech chain segments, claimed the council.
European Publishers Council alleged that Google’s ad tech suite is full of conflicts of interests, as the latter represents the buyer as well as the seller in the same transaction. Besides, the internet firm operates the auction house in the middle, and sells its own inventory, said the council.
The group accused Google of repeatedly misusing its position to prioritise its own self-interests at the cost of the customers it is supposed to serve.
Earlier this month, the internet major was sued by Sweden-based PriceRunner over alleged manipulation of search results.