UK’s competition watchdog is investigating Google’s dominance in digital ad tech

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What you need to know

  • The UK’s Competition and Markets Authority is probing Google’s potential antitrust violations in digital ad tech.
  • The investigation zeroes in on the search giant’s dominant position in the ad tech market.
  • Authorities are concerned that Google’s dominance in this space is freezing out rival ad servers.

Google’s position in the digital ad tech market has UK competition authorities concerned. The Competition and Markets Authority announced today that it has opened an investigation into Google’s dominance in digital ad tech exchanges.

The CMA’s investigation revolves around Google’s “strong positions” in the digital ad tech stack, a type of intermediary system where ad spaces are sold and purchased. The competition watchdog suspects that the company’s ad tech stack dominance is stifling competition with third-party ad servers.

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