Australia’s competition regulator warned Thursday (28) that authorities must reform the lack of competition, choice and transparency in the online advertising industry to stop U.S. Internet company Google from monopolizing Australia’s A$3.4 billion (HK$20.4 billion) annual market, reducing the potential impact on publishers, advertisers and consumers.
Rod Sims, chairman of the Australian Competition and Consumer Commission (ACCC), said Google has an important seat in the advertising technology supply chain and its huge data advantage means Google has the ability to influence market operations by increasing advertisers’ costs and raising prices paid by consumers.
The ACCC’s report points out that all sectors are concerned about Google’s potential conflict of interest in its dominant role in the online advertising industry, arguing that Google is representing both publishers’ and advertisers’ sales interests in the ad technology supply chain and building its own advertising business. the ACCC recommends mandatory data unbundling of large enterprises to enhance the competitiveness of other advertisers.
Recent Comments