UK's CMA in Further Google Ad Tech Probe

UK watchdog the Competition and Markets Authority (CMA) has announced a further investigation into Google's use of ad tech in three areas - demand-side platform, ad exchange and publisher ad server - due to concerns it may undermine competition.

The body has been closely involved with changes to Google's tracking and targeting technology, and was cited as a key reason for the Internet giant's decision just under a year ago to delay and rethink its phasing out of third-party cookies - now scheduled for mid-2023. In February this year the CMA accepted Google's revised plans for phase-out. This year it has already launched an investigation into an ad-related deal between Google and Facebook, in March, and another into its Sandbox privacy proposals.

The latest probe centres around whether Google unfairly hamstrings rival ad servers by limiting their interoperability with its ad exchange, according to www.mediapost.com . CMA Chief Executive Andrea Coscelli summed up: 'Weakening competition in this area could reduce the ad revenues of publishers, who may be forced to compromise the quality of their content to cut costs or put their content behind paywalls. It may also be raising costs for advertisers which are passed on through higher prices for advertised goods and services'.

A spokesperson for Google, quoted on the Independent web site, said: 'Advertising tools from Google and many competitors help websites and apps fund their content, and help businesses of all sizes effectively reach their customers. Google's tools alone have supported an estimated £55 billion in economic activity for over 700,000 businesses in the UK and when publishers choose to use our advertising services, they keep the majority of revenue. We will continue to work with the CMA to answer their questions and share the details on how our systems work'.

Web site: www.gov.uk/government/organisations/competition-and-markets-authority .