Australia Likely to Make Regulatory Changes to Curb Google’s Adtech Dominance

Australia’s competition watchdog is the latest critic of Google. It says that the company has a lot of influence over the online advertising space in the country. Hence, new regulations are necessary to ensure that it is a level playing field. 

ACCC Report Highlights Google Ad’s Dominance

The Australian Competition and Consumer Commission (ACCC) released a 200-page report. According to the report, Google has a powerful position in the key areas of the advertising technology supply chain. 

The report also expresses inquiry examining competition concerns in the current digital advertising sector. It concludes that there is a dire need for new regulatory solutions to curb Google’s dominance in the ad-tech space. This is important for both, consumers and businesses. 

The report also stresses how much control the tech giant has over first-party data. Data access requirements and data separation powers are some of the proposed measures to tackle Google’s dominance. 

SEE ALSO: Google Will Introduce 7 New Features to Android this Fall

What is ACCC Saying about Google Ad’s dominance?

Rod Sims, ACCC Chair said that they have determined systematic competition concerns relating to Google’s conduct and ad-tech services over the past few years. This type of conduct is unhealthy and has the potential to harm rivals. He also said that enforcement and investigation proceedings under the general competitions law are not capable of dealing with these types of concerns. 

He also said that scarcity of competition has resulted in higher ad-tech fees. An unregulated and inefficient ad-tech industry paves the way for higher costs for publishers and advertisers. This will have a negative impact on the quantity and quality of content and eventually lead to consumers shelling out more money for advertised goods. 

ACCC has also found that Google is using its position to preference its own services and also protect them from competitors. It also found that nearly 90% of ad impressions that were traded through the ad-tech supply chain passed via at least one Google service. 

Some of the factors that are working in Google’s favor are accessibility to consumer and other data, integrations with other ad-tech services, and access to exclusive inventory.  

Will we see new regulations soon? How will Google respond? Leave your comments below and tell us what you think. 

SEE ALSO: Adobe Inks Deal to Buy for $1.3 Billion

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Karandeep V

Karandeep V

Karandeep was born in Pune, Maharashtra, an upcoming metropolitan city in the Western region of India. While most members of his family are engineers, he had different ideas. He was more inclined toward exploring the non-technical aspects of a business, which is why he studied Bachelors of Business Administration at Symbiosis International University, Pune.  Having said that, his love for new and upcoming technologies remained intact, which is why he has written extensively about technology throughout his career. After a brief stint with a gaming company at the beginning of his career, he discovered that his love for writing was not temporary.  Being a tech geek, he always liked installing and playing around with new applications on his mobile devices and the home desktop. He was fascinated by how technology can simplify even the most mundane and complex tasks with just a few commands. He keeps a close eye on how businesses use different tools to streamline their operations to boost productivity and efficiency. At ToolsMetric, he writes product reviews that cover the main features and specifications of different enterprise applications. The sheer amount of innovation and hard work that goes into building these tech solutions is one of the reasons why Karandeep loves reviewing these tools. Besides product reviews, he also writes interesting news articles and blogs that track the latest developments in the tech industry.  When he is not writing, you can find him rooted to his seat playing video games, watching movies, or supporting his favorite football team. Since his childhood, he has always loved to travel and explore new places. Traveling is a major part of his life due to a myriad of reasons such as experiencing new cultures, food, and traditions. His other hobbies include playing football, cooking, and running.  You can find him on LinkedIn here.

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