Google’s advertising technology is targeting complaints from European publishers

Alphabet Google on Friday was the topic of a antitrust criticism by the European Publishers Council over its digital promoting enterprise, which may strengthen EU cartel chief Margrethe Vestager’s investigation.

Google generated $ 147 billion (about Rs 110.70 million) in internet marketing in 2020, greater than some other firm on this planet. Adverts comparable to search, YouTube, and Gmail accounted for almost all of its complete gross sales and earnings.

About 16 % of its income got here from the corporate’s show or on-line enterprise, the place different media corporations use Google know-how to promote adverts on their web sites and apps.

In June, the European Fee launched an inquiry into whether or not Google favors its personal on-line show promoting know-how companies on the expense of opponents, advertisers and on-line publishers.

The publishers’ commerce affiliation, whose members embody Axel Springer, Information UK, Conde Nast, Bonnier Information and Editorial Prensa Iberica, lodged a criticism with the European Fee alleging that Google had an adtech chord on press publishers.

“It’s excessive time for the European Fee to impose measures on Google that may actually change its habits, not simply problem it,” EPC President Christian Van Thilo mentioned in a press release.

“Google has achieved full management of the advert know-how worth chain, with market shares of as much as 90 to one hundred pc within the advert know-how chain segments,” he mentioned.

Final 12 months, Vestager, which has fined Google greater than € 8 billion (about Rs 68,640 million) in anti-competitive practices in three instances, launched an investigation into Google’s digital promoting.

Google has mentioned it’s working constructively with the Fee.

© Thomson Reuters 2022

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