"Google operates on the buy-side and the sell-side, runs an exchange, and participates in the market as a buyer and as a seller. The equivalent in financial markets would be working with a broker that also represents the counterparty, runs the exchange, and has a proprietary trading desk—all without ethical walls between business divisions to protect its customers’ welfare," an antitrust lawsuit filed by sixteen US states led by Texas against Google reads. The lawsuit alleges that Google unlawfully monopolised online advertising. In part 1 we explored how online advertising works and Google's monopoly power in various markets in online advertising. In this post, we will dive into the alleged anticompetitive conduct Google engaged in to acquire and maintain its monopoly power, specifically how the company is using initiatives like AMP, Unified Pricing, and Chrome Privacy Sandbox to foreclose competition. You can read other parts of this series here. Overview of how online advertising works Online advertising for display ads (e.g. image-based ads) relies on three main components: Ad servers: The inventory management software that helps publishers sell their ad inventory. Publishers are websites with ad spaces such as news websites and blogs. Ad buying tools: The software that advertisers use to buy display inventory from publishers. Ad marketplaces: The electronic marketplaces where buyers and sellers of display ads are matched. Buyers (advertisers) are represented by their ad buying tool whereas sellers (publishers) are represented by their ad server. There are two main types of marketplaces: ad exchanges and ad networks. For more on how the online advertising…
- Post Office Bill 2023 passed in Rajya Sabha: Here are the major privacy concerns raised by MPs December 5, 2023
- Amazon launches AI assistant Amazon Q, and other major announcements from the re: Invent conference December 5, 2023
- Madhya Pradesh HC Upholds Order Holding WhatsApp Group Admin Liable for Objectionable Photos Shared December 5, 2023
- Meta removes 13 fake accounts and 7 fake groups targeting online discussions in India December 5, 2023
- Event Announcement: Deep Fakes and Democracy, December 13, 2023 #Ad December 5, 2023
MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.
Factors like Indus not charging developers any commission for in-app payments and antitrust orders issued by India's competition regulator against Google could contribute to...
Is open-sourcing of AI, and the use cases that come with it, a good starting point to discuss the responsibility and liability of AI?...
RBI Deputy Governor Rabi Shankar called for self-regulation in the fintech sector, but here's why we disagree with his stance.
Straw man fallacy: IT Ministers’ defence of government exemptions in data protection law misses the point
Both the IT Minister and the IT Minister of State have chosen to avoid the actual concerns raised, and have instead defended against lesser...
The Central Board of Film Certification found power outside the Cinematograph Act and came to be known as the Censor Board. Are OTT self-regulating...
Please subscribe to MediaNama. Don't share prints and PDFs.
You May Also Like
Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...
135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...
Twitter takes down tweets from MP, MLA, editor criticising handling of pandemic upon government request
By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...