The CMA is concerned that Google is actively using its dominance in the advertising technology sector to preference its own services, disadvantaging competitors at the expense of a competitive marketplace.
Recent findings indicate that both publishers and advertisers are increasingly leaning toward Google's adtech services, raising significant antitrust concerns about market competition.
Google's efforts to maintain its position involve manipulating the ad processes, which have led to ongoing investigations by authorities such as the European Commission and U.S. Department of Justice.
The digital advertising sector, a significant market valued at approximately £1.8 billion in the UK in 2019, underscores the importance of equitable competition among adtech providers.
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