“Over time, this conduct has lessened competition for ad tech services and allowed Google to establish and entrench its dominant position in the ad tech supply chain. “Google’s vertical integration and dominance in the supply chain, as well as its strong position in related services such as YouTube, has allowed it to engage in leveraging and self-preferencing conduct, which have likely interfered with the competitive process,” Sims said.
The final report of the ACCC’s Ad tech inquiry, released last month, found that competition for ad tech services is ineffective and that Google dominates the ad tech supply chain. Increased fees for advertisers results in consumers paying more for advertised goods, he said. When publishers receive less for the advertising space on their websites or apps, this is likely to lead to less and poorer quality online content for consumers. A competitive ad tech supply chain is important for Australian advertisers, publishers and ultimately consumers, ACCC Chair Rod Sims (main photo) said at a a Global Competition Review webinar late last week.ĭuring the webinar, about the ACCC’s Digital advertising services inquiry, Sims said that without strong competition in the ad tech supply chain advertisers and publishers pay more for ad tech services.
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