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CMA Chapter II CA98: Google’s ad tech and header bidding—alleged self-preferencing abuse of dominance; Statement of Objections, 6 September 2024 (Cases 51145 & 51134)

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Case facts

Outline

CMA Chapter II CA98 inquiry into Google’s conduct relating to ad tech and header bidding services.

Latest developments

On 6 September 2024, the CMA issued a statement of objections, alleging Google abused its dominant position by ‘self preferencing’ its own ad exchange.

Parties

  • Google UK Limited, Google Ireland Limited, Google LLC and Alphabet Inc (Google). Google is a US multinational technology company.

Background

Online platforms and digital advertising market study

On 1 July 2020, the CMA released its final report on online platforms and digital advertising. It highlighted significant concerns and assessed potential remedies to address market power in ad tech. The report also examined Google’s role in header bidding services, which sit within the wider ad tech stack.

Investigation into header bidding services

On 22 March 2022, the CMA opened: (i) a Chapter I investigation into whether Google and Meta entered into an anti-competitive agreement, and (ii) a...

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