March 11, 2022
2 mins read

EU, UK open probe into Google-Meta ad deal

The investigation concerns a September 2018 agreement, which Google code-named “Jedi Blue”, between Google and Meta for the participation of Meta’s Audience Network in Google’s Open Bidding programme….reports Asian Lite News

The European Union and the UK antitrust authorities have launched parallel probes to assess whether an agreement between Google and Meta for online display advertising services may have breached the Union’s competition rules.

The investigation concerns a September 2018 agreement, which Google code-named “Jedi Blue”, between Google and Meta for the participation of Meta’s Audience Network in Google’s Open Bidding programme.

The Commission is concerned that the agreement may form part of efforts to exclude ad tech services competing with Google’s Open Bidding programme, and therefore restrict or distort competition in markets for online display advertising, to the detriment of publishers, and ultimately consumers.

If proven, the practices under investigation may breach EU competition rules on anticompetitive agreements between companies (Article 101 of the Treaty on the Functioning of the European Union (TFEU) and/or the abuse of a dominant position (Article 102 TFEU).

“Many publishers rely on online display advertising to fund online content for consumers. Via the so-called ‘Jedi Blue’ agreement between Google and Meta, a competing technology to Google’s Open Bidding may have been targeted with the aim to weaken it and exclude it from the market for displaying ads on publisher websites and apps,” Executive Vice-President Margrethe Vestager, in charge of competition policy, said in a statement.

“If confirmed by our investigation, this would restrict and distort competition in the already concentrated ad tech market, to the detriment of rival ad serving technologies, publishers and ultimately consumers,” Vestager added.

Google provides advertising technology services that intermediate between advertisers and publishers by real time auctioning of online display advertising space on web sites or mobile apps, including through its ‘Open Bidding programme’.

Meanwhile, Meta provides online display advertising services and, through its ‘Meta Audience Network’, participates in auctions for third party publishers’ advertising space using Google’s and rivals’ advertising technology services.

The Commission said it will now carry out its in-depth investigation as a matter of priority. The opening of a formal investigation does not prejudge its outcome.

The UK’s Competition Market Authority (CMA) has launched its own investigation into the agreement between Google and Meta. As is customary, the Commission has been in contact with the CMA and intends to closely cooperate on this investigation following the applicable rules and procedures.

ALSO READ: EU to phase out Russian energy

Previous Story

Kerala ISIS-K recruit killed in Afghanistan

Next Story

Currency depreciation lands Lanka in soup

Latest from -Top News

Industry Hails India-UK FTA

£34 billion boost, sweeping tariff cuts and market access mark UK’s most ambitious post-Brexit trade pact; Indian sectors set for exports surge…reports Asian Lite News Business leaders from both India and the

India, UK Sign Landmark FTA

The pact is set to make imported goods like Scotch whisky, gin, luxury cars, cosmetics, and medical devices more affordable for Indian consumers….reports Asian Lite News In a landmark moment for India-UK

Farmers Win Big in India-UK FTA

There is a massive gain for rural India and exporters with zero duty on processed foods compared with up to 70 per cent earlier….reports Asian Lite News The India-UK Free Trade Agreement

Modi-Starmer Meet Ahead of FTA Signing

During the discussions, the two sides will also review the progress of the Comprehensive Strategic Partnership (CSP)…reports Asian Lite News Prime Minister Narendra Modi on Thursday called on Keir Starmer at the

Hindu Temple Vandalised in Melbourne

Confirming the incident, Victoria Police mentioned they are investigating “four linked incidents in Boronia,” including the temple and two restaurants….reports Asian Lite News In a deeply disturbing incident of racial violence, a
Go toTop

Don't Miss

Sunak-Starmer face-off on June 4

The hour-long debate will be moderated by Julie Etchingham and

UK Govt mulls broader ban on ‘extreme protest groups’

If adopted, the measures could restrict a group’s ability to