According to a reliable source, Google will enable other advertising middlemen to broadcast adverts on YouTube. To run advertising on YouTube, the firm now needs advertisers to utilize its Ad Manager, which has piqued the interest of European Union antitrust investigators.
After two years of informal consultations, the European Commission launched an investigation of Google’s ad tech in 2021. Concerns have also been raised by competition officials about potential limits on how other ad platforms may run YouTube ads, as well as the fact that advertisers must utilize the Display & Video 360 and Google Ads services. The probe is focused on whether Google, a subsidiary of Alphabet, gained itself an unfair edge in the digital advertising industry by restricting the user data that advertisers and rival ad platforms can access.
According to the source, Google’s admission might help it resolve the lawsuit and avoid the punishment of up to 10% of its global revenue. In 2021, Alphabet’s revenue was $257 billion. Yet, it is expected that Google will need to address other issues to conclude the probe.
The Competition and Markets Authority in the UK is also investigating the company’s ad tech practices. In the US, lawmakers proposed a bipartisan measure last month that, if passed, would split up Google’s ad business.
“We have been engaging constructively with the European Commission. We don’t have anything further to share at this stage,” a Google official told. “As with the Privacy Sandbox initiative, we are committed to working with regulators and the wider industry to achieve the best possible outcomes.”
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