Australia: Google dominates the online advertising market to the detriment of domestic businesses

On September 28, the Australian Competition and Consumer Commission (ACCC) said Google's dominant position in the online advertising market in Australia had reached the point of harming publishers, advertisers and consumers. consumption in this country, so it is necessary to establish new regulations to prevent this situation.

Australia: Google dominates the online advertising market to the detriment of domestic businesses
Australia: Google dominates the online advertising market to the detriment of domestic businesses

According to the ACCC report, in 2020, more than 90% of clicks on advertising items across Australia's ad technology supply chain will be through at least one service of Google, a subsidiary of Alphabet. ACCC President Rod Sims said Google uses vertical integration to operate its advertising service, helping Google establish and maintain a dominant position in the ad technology supply chain. Therefore, the ACCC recommends establishing regulations to manage conflicts of interest, antitrust and ensure fair competition for online advertising technology providers.

The ACCC argues that Google benefits from vast amounts of data from Internet users through its search engine, maps and YouTube video-sharing platform. According to the ACCCC, Google needs to be more transparent about how this information is used to sell ads.

Google has not yet commented on the ACCC's statement. In an earlier announcement, Google said its advertising technology has helped create more than 15,000 jobs in Australia and bring in $2.45 billion a year to the Australian economy.

In recent times, Australia has imposed strict regulations on technology firms operating in the country. Recently, Australia's Nine Entertainment Co Holdings Ltd. announced that it has signed agreements to provide content for many years to two large US technology corporations, Google and Facebook, under the Law on Negotiations for Personal Information. digital platform and information communication of this country. Under the law, US tech giants must pay Australian news producers and news outlets to display news on their platforms.

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