As the U.K.'s Competition and Markets Authority (CMA) has pointed out, Google's dominance in the adtech space is creating an unlevel playing field for competitors. The CMA's concerns revolve around Google's practice of self-preferencing its ad exchange, which not only disadvantages rivals but also takes a toll on 'thousands' of UK publishers and advertisers who depend on fair competition in the ad market.
The CMA's investigation into Google, which began in May 2022, revealed significant concerns about how Google's market power could be harming competition. They stress the importance of maintaining a competitive landscape to enable growth for various stakeholders in the advertising ecosystem, including both publishers and advertisers who could suffer due to potentially unfair practices by such a dominant player in adtech.
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