Poll: Does something need to be done about the dominance of Google in ad tech?

According to the Australian Competition and Consumer Commission (ACCC), competition for ad tech services in Australia is ineffective.

In its final Digital Advertising Services Inquiry report, it found that “over 90% of ad impressions traded via the ad tech supply chain passed through at least one Google service,” and that “Google is by far the largest supplier of each key ad tech service. Its share of impressions is over 70% at each stage of the supply chain, and it has a share of between 40–70% of revenue”.

The ACCC is investigating  the supply of digital platform services as part of the Digital Platform Services Inquiry 2020-2025.

Recently pressure mounted on Google in the US after the release of an antitrust lawsuit lodged in December last year in a largely unredacted state.

The lawsuit is led by Texas and backed by 14 other states. It alleges a number of serious issues and concerns around the businesses practices of Google, including collusion with competitors such as Facebook.

Google is strenuously defending itself against the allegations.

Does something need to be done about the behaviour and dominance of Google in ad tech services?

Let Mumbrella know in this short, anonymous, poll launched in the most recent Best of the Week Saturday email. The results will be shared at the end of the week.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.