Canada’s antitrust watchdog is suing Google to force it to dissolve its ad tech division. In a statement released Thursday during the U.S. Thanksgiving holiday, the Competition Bureau said it found that Google had “thoroughly abused its dominant position in programmatic web advertising” to “maintain and strengthen market power.” This was revealed as a result of the investigation.
Specifically, the watchdog has accused Google of giving its own tools preferential access to online ad inventory. The Competition Bureau alleges that the company financially hurt some deals to the detriment of competing platforms, and even dictated the terms under which its customers could do business with competing ad tech companies.
Among other remedies, the Competition Bureau is seeking to force Google to sell two of its ad tech tools. The agency is also requiring the company to pay a fine for its actions.
Google did not immediately respond to Engadget’s request for comment. Google said in a statement shared with Reuters that the complaint “ignores the intense competition where ad buyers and sellers have ample choice.” “Our advertising technology tools enable websites and apps to fund content, enabling businesses of all sizes to effectively reach new customers,” said Dan Taylor, vice president of global advertising. ”, he added, adding that he looks forward to fighting the case in court. Google has stated this separately.
“The Competition Bureau conducted an extensive investigation and found that Google engaged in conduct that constrained market participants to use its own ad tech tools, excluded competitors, and distorted the competitive process,” Matthew said. “The company was found to have abused its dominant position in online advertising.” Boswell, Competition Commissioner of Canada.
“Google’s conduct has prevented rival companies from competing on the merits of their offerings, to the detriment of Canadian advertisers, publishers and consumers. We are committed to addressing this conduct and its negative impact in Canada. We are filing a lawsuit in court to stop it.”
The lawsuit comes as Google tries to fend off another attempt by the U.S. Department of Justice to break up its advertising business. The two sides will make closing arguments in the case on Monday, and a decision could be announced as early as next week.
