EU, UK open antitrust probes into Google, Meta ad services deal – POLITICO

The European Commission and the UK’s antitrust body have launched parallel probes into the agreement between Google and Facebook owner Meta for online display advertising services.

“Through the so-called ‘Jedi Blue’ deal between Google and Meta, a technology that competes with Google’s Open Bidding feature may have been targeted with the intent to undermine and exclude it from the market. advertising display field
on publisher websites and apps,” EU competition chief Margrethe Vestager said in a statement. declare.

“If confirmed by our investigation, this will limit and distort competition in the already centralized ad technology market, to the detriment of ad serving technologies,” she said. competitors, publishers, and ultimately consumers.

Under the agreement reached in September 2018, the companies agreed that the Meta Audience Network would participate in the Google Open Bidding program.

Brussels is concerned that the deal could harm publishers and consumers, as it could be part of an effort to exclude ad technology services that compete with its Open Bidding program. Google. This will affect competition in the online display advertising market.

The Commission said it would now conduct its in-depth investigation “as a matter of preference” with the cooperation of the UK competition authority. investigation.

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