Canada’s Competition Bureau is taking legal action against Alphabet’s Google for alleged anti-competitive behavior in the online advertising industry. The Bureau is seeking an order for Google to sell two of its advertisement tech tools and is also looking to impose a penalty on the company to ensure compliance with Canada’s competition laws.
Google has responded by stating that the complaint overlooks the competitive nature of the ad industry, where there are plenty of options for both buyers and sellers. The company claims that its advertising technology tools play a crucial role in funding website and app content, as well as helping businesses reach new customers effectively.
The investigation conducted by the Competition Bureau revealed that Google holds a dominant position in online advertising technology services in Canada and has engaged in conduct to maintain and strengthen its market power. This legal action in Canada follows similar efforts by the United States Justice Department to address Google’s alleged monopoly in certain advertising markets.
Google has defended its position by arguing that the US government has misconstrued its legitimate business decisions and overlooked the robust competition in the online advertising sector. The company also faced scrutiny in Europe earlier this year but failed to reach an agreement with European publishers to address antitrust concerns.
As the case progresses in Canada, Google is preparing to present its arguments in court against the allegations of anti-competitive behavior. The outcome of this legal battle could have significant implications for Google’s operations in the online advertising industry.
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