"The advertising agencies Dentsu US, Inc., GroupM Worldwide LLC, and Publicis, Inc. agreed to use the same 'brand safety' standard to avoid buying ads on websites containing 'lawful but disfavored content.'"
"By agreeing to the same brand safety standard, the defendants eliminated an important aspect of competition between the advertising agencies."
The Federal Trade Commission and eight states have sued Dentsu US, GroupM Worldwide, and Publicis for colluding to avoid purchasing ads on sites with disfavored political content. The agencies agreed to a 10-year order prohibiting such conspiracies. The FTC alleged that since 2018, these companies established a brand safety standard that targeted websites labeled as containing misinformation by third-party organizations, which harmed competition in the advertising market.
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