ACCC Commences Ad Tech Inquiry

ACCC Commences Ad Tech Inquiry
SHARE
THIS



Treasurer Josh Frydenberg [feature image] has announced the commencement of two new inquiries into digital platforms as part of the government’s response to the ACCC’s Digital Platforms Inquiry.

After the ACCC’s initial 18-month Digital Platforms Inquiry, the government detailed its response to the findings in December 2019.

“The ACCC conducted an extensive and detailed inquiry over 18 months and provided the Government with a substantial Final Report setting out 23 recommendations to respond to the substantial market power that had arisen through the growth of digital platforms, their impact on competition, and implications for news media businesses, advertisers and consumers,” said Frydenberg.

“As part of the Government’s response to the ACCC’s report on 12 December 2019, the Government agreed that the ACCC will continue to inquire into digital platforms until 31 March 2025.”

In addition to the continued long-term inquiry into digital platforms, the ACCC will also conduct an 18-month inquiry into ad tech.

“The ad-tech inquiry will focus on technologies facilitating the supply of online advertising to Australian consumers,” Frydenberg said.

“These technologies gather information about consumers and use it to target them with highly personalised advertising. The inquiry will be completed by 31 August 2021, with an interim report to be released by 31 December 2020.”

The digital advertising inquiry will consider a host of factors, including:

  • the competitiveness and efficiency of markets for the supply of digital advertising technology services and digital advertising agency services
  • the availability to advertisers, publishers and other market participants of information on activities in those markets
  • the concentration of power in those markets
  • auction and bidding processes
  • the distribution of digital display advertising expenditure between publishers, digital advertising technology services providers and advertising agencies

The inquiry will mark one of the first orders of business for the Digital Platforms Branch within the ACCC, which was set up as a response to the Digital Platforms Inquiry.

The Branch is also set to review the advertising rules and restrictions across all delivery platforms and create a new legal framework for consumers and the industry.

 

Please login with linkedin to comment

Ad tech Online Advertising

Latest News

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]

Opinion

by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine