Google has responded to the ACCC’s inquiry into the digital advertising supply chain, which again singled out the tech giant for its market dominance.
Upon releasing the report yesterday, ACCC chair Rod Sims suggested “Google is likely to have the ability and the incentive to preference its own ad tech businesses in ways that affect competition” as a result of its access to data and presence across the ad tech supply chain.
Sims also suggested Google is “marking its own homework” when it comes to the measurement of ad campaigns across the platform.
In a statement released by the company today, Google attempted to distance itself from the ACCC’s claims of market dominance.
“Ad tech is a competitive market with low barriers to entry. There are many companies, large and small, working together and in competition with each other to power digital advertising across the web, each with different specialties and technologies. Google is just one of these many players, and we’ve made it easier for others to choose who they want to work with,” a Google spokesperson said.
“Google has made significant efforts and investments in innovation and promotion of a healthy ad tech ecosystem, and we always aim to do so in a way that balances the interests of users, advertisers, and publishers.
“This includes creating privacy-enhanced measurement solutions, developing major innovations in auction technology, and participating in industry initiatives designed to foster the long-term viability of an ad-supported digital advertising ecosystem.
“We’ll continue to participate constructively in this process as the ACCC’s Ad Tech Inquiry continues.”
News Corp, meanwhile, welcomed the findings of the report.
“The ACCC’s interim report shines a light on Google’s pervasive commercial power that impacts the entire Australian economy not just the publishing industry,” said News Corp Australasia executive chairman Michael Miller said.
Free TV Australia went so far as to suggest Google has a “stranglehold” on ad tech and called for action to be taken to govern this space.
“In submissions to the ACCC since 2017, Free TV has been calling for new rules to govern the ad tech market, specifically to ensure that Google does not preference its own products and that auctions processes are fair and transparent. We very much welcome the fact that the ACCC has included this proposal in its interim report,” said Free TV CEO Bridget Fair.
“The ACCC report is consistent with actions being taken around the world to support an open and transparent ad tech market. We look forward to working with the ACCC as it finalises its advice to Government by August 2021.”
Please login with linkedin to commentGoogle
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]