Britain launches second probe into Google online ads
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The Competition and Markets Authority (CMA) watchdog said in a statement that it will examine the group's services that facilitate the sale of online advertising space between publishers and advertisers.
The CMA will look at three key parts of Google's complex set of services known as advertising technology intermediation or the ad tech stack, and in each of which the US giant is a dominant player.
The tech titan has "strong positions" at various levels of the ad tech stack and charges fees to both publishers and advertisers, according to the CMA.
"We're worried that Google may be using its position in ad tech to favour its own services to the detriment of its rivals, of its customers and ultimately of consumers," added CMA chief executive Andrea Coscelli in the statement.
"This would be bad for the millions of people who enjoy access to a wealth of free information online every day."
The news comes two months after both the European Union and Britain opened antitrust probes into a deal between Google and Facebook owner Meta that was allegedly aimed at cementing their dominance over online advertising.
The so-called "Jedi Blue" 2018 agreement has also faced lawsuits in the United States as global regulators seek to curb the power of big tech.