Some Real News People Are Never Happy
May 10, 2022
The European Publishers Council has joined the fight against Googley ad practices. Reuters reveals, “Google’s Advertising Tech Targeted in European Publishers’ Complaint.” Reporter Foo Yun Chee suggests the move could strengthen the current EU antitrust investigation into the company, but we have seen how Google tends to shrug off European efforts to constrain it. We are not sure this is the straw to break the behemoth’s back. Nevertheless, the write-up tells us:
“The European Commission opened an investigation in June into whether Google favors its own online display advertising technology services to the detriment of rivals, advertisers and online publishers. read more The publishers’ trade body, whose members include Axel Springer (SPRGn.S), News UK, Conde Nast, Bonnier News and Editorial Prensa Iberica, took its grievance to the European Commission, alleging Google has an adtech stranglehold over press publishers. ‘It is high time for the European Commission to impose measures on Google that actually change, not just challenge, its behavior,’ EPC Chairman Christian Van Thillo said in a statement. ‘Google has achieved end-to-end control of the ad tech value chain, boasting market shares as high as 90-100% in segments of the ad tech chain,’ he said.”
Indeed, which is why it is difficult to imagine consequences strong enough to make the company change its rapacious practices. Naturally Google denies any wrongdoing, gesturing at the billions of dollars it pays out to publishers each year. We appreciate the effort at redirection, but the real issue is whether publishers and other advertisers would be making more if Google played fair.
Cynthia Murrell, May 10, 2022
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