Canada’s Competition Bureau is taking legal action against Google for alleged anti-competitive behavior in the online advertising industry. The watchdog is seeking an order for Google to sell two of its advertising tech tools and a penalty to ensure compliance with competition laws. Google has defended itself, stating that there is intense competition in the market and that its advertising technology tools help fund content and reach customers effectively.
The investigation found that Google holds a dominant position in the online advertising tech stack in Canada and has abused its power to maintain and strengthen its market position. This action comes after the United States Justice Department’s case against Google for monopolizing markets in the online advertising industry. Google has argued that the US government is ignoring legitimate business decisions and that there is robust competition in the online advertising market.
In response to similar antitrust investigations, Google offered to sell the ad exchange to end an EU investigation, but European publishers rejected the proposal. The case in Canada highlights ongoing scrutiny of Google’s practices in the online advertising industry and the company’s efforts to defend its position in the face of competition concerns. The outcome of this legal battle will have significant implications for Google’s operations in Canada and possibly beyond.
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