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Google dominance in Australia online advertising harms businesses

by Mike Robinson

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© Reuters. FILEPHOTO: This is the brand logo for Alphabet Inc., Google. It was taken outside of its Beijing office on August 8, 2018, China. This picture was taken using a fisheye camera. REUTERS/Thomas Peter/File Photo

SYDNEY (Reuters) – Alphabet (NASDAQ:) Inc’s Google dominates Australia’s online advertising market to the point of harming publishers, advertisers and consumers, the country’s antitrust regulator said, calling for new rules to stop “anti-competitive self-preferencing”.

The Australian Competition and Consumer Commission published a Tuesday report that more than 90% clicks for advertisements in Australia were made through “adtech” suppliers. It stated that at least one Google service was responsible for over 90% of all clicks.

Rod Sims (ACCC Chair) stated in the statement that Google used its vertically integrated status to run its adtech service in a way which has led over time to a more competitive adtech sector.

This conduct helped Google establish and sustain its dominance in the adtech supply chain. It is important to establish rules that manage conflict of interest and prevent uncompetitive self preferencing. This will ensure that rival ad tech companies can be competitive on their merits.

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