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Google to change global advertising practices in landmark antitrust deal

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PARIS: Google said it would make changes to its global advertising business to ensure it does not abuse its domain, bowing to antitrust pressure for the first time in a landmark deal with French authorities. The deal with the French competition watchdog could help rebalance power over advertising in favor of publishers, who dominated the business in the pre-internet era but lost control with the rapid growth of Google and Facebook.
The deal, which was announced on Monday and also saw Google fined 220 million euros ($ 268 million), is the first time the US tech giant has agreed to make changes to its massive ad business, which generates the bulk of the money. your income.
“The decision to sanction Google is of particular importance because it is the first decision in the world to focus on the complex algorithmic auction processes on which the online advertising business relies,” he said. Franceantitrust chief Isabelle de Silva. The watchdog found that Google’s ad management platform for large publishers, Google Ad Manager, favored the company’s own online ad marketplace, Google AdX, where publishers sell. space to advertisers in real time. Ad Manager provided AdX with strategic data such as the prices of winning bids, while AdX also enjoyed privileged access to requests made by advertisers through Google’s advertising services, the authority said. AdX, in turn, exchanged data more fluently with Ad Manager than with other ad management platforms, the watchdog added. These platforms are crucial for publishers to manage and sell ad space.
Under the terms of the deal, Google committed to improving the way Ad Manager services worked with rival ad servers and ad space sales platforms, the French watchdog said. Some changes will be implemented by the first quarter of 2022, he said. Google also said it agreed to make it easier for publishers to use its data and tools. “We will test and develop these changes over the next several months before implementing them more widely, including some globally,” the company added. The French antitrust authority said its decision paved the way for disadvantaged publishers to claim damages from Google.
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