Canada's antitrust watchdog announced Thursday that it is suing Google for alleged anticompetitive conduct in online advertising.
Canada's Competition Bureau says it is asking Google to sell two of its advertising technology services and pay a fine, saying the company is using its technology tools to maintain its dominant market position. He pointed out that this was necessary because the investigation found that they were linked “illegally.” Associated Press reported.
The issue will now be brought to the Competition Tribunal, which is the body that hears lawsuits brought by the Competition Commissioner regarding cases of non-compliance with competition law.
The Canadian branch is asking the court to order Google to sell DoubleClick for Publishers, an ad server for publishers, and AdX, an ad exchange service.
The bureau estimates that Google has 90% market share in publisher ad servers, 70% in advertiser networks, 60% in “demand-side platforms” and about 50% in ad exchanges.
Canada argues that this advantage discourages rivals from competing, stifles innovation and drives up advertising costs.
“Google has eroded its dominance in online advertising in Canada by binding market participants to the use of its own ad tech tools, excluding competitors, and engaging in conduct that distorts the competitive process,” Competition Commissioner Matthew Boswell said in a statement. He abused his position.” per AP.
The Associated Press contributed.
