Canada & Competition Bureau Sues Google Over Anti-Competitive Ad-Tech

Canada's Competition Bureau Sues Google Over Anti-Competitive Ad-Tech

Canada's Competition Bureau has announced taking Google to court for anti-competitive practices in online advertising, observing that it is the largest provider of these tools in the country.

The investigation by the competition watchdog noted that ads were bought and sold through automated auctions and managed by businesses using a system that decides which online advertisements people see when they visit websites.

In a statement, Commissioner Matthew Boswell said, “Google abused its dominant position by engaging in conduct that locks market participants into using its ad tech tools. It added that the company gave its tools preferential access to ad inventory, at times selling ads at a loss to block rivals and dictating terms for the use of others' ad tech tools.The Commissioner said he would direct a tribunal to level the playing field by forcing Google to sell two of its ad tech tools and pay an unspecified penalty. Meanwhile, Google spokesman Dan Taylor remarked that the company was prepared to fight the allegations. He said, “Ignore the intense competition in the sector where ad buyers and sellers have plenty of choices."

In 2021, France's competition watchdog fined Google 220 million euros for favoring its services in the online advertising sector. Its adpractices are also subject to investigations in Britain and the European Union.

The technology giant and the US government recently had a face-off in the District Court on the company’s alleged unfair domination of online advertising. If the judge finds the company is at fault, a new trial will decide how the tech giant should comply with the norms.