Google, which does not hesitate to use its dominance in the internet world for its own interests, often falls under the radar of state authorities. After issues such as the privacy of personal data or the display of ads in search results, the monopoly structure of the Google Ad advertising system is now under investigation.Google can be split in two
As it is known, the Google Ads platform is the point where advertisers and publishers come together. According to certain criteria, the ads of the advertisers are reflected in the Google Ads windows placed on the pages with the preferences of the site owners. At this point, the winners are the site owners and Google.
On the other hand, the Google AdX platform works with the logic of offering the advertisement windows reserved for itself on the websites of the company to other advertising networks by tender procedure. However, in auctions, Google constantly monitors the bids, bids itself last, and always uses the best bid option for Google Ads. Thus, it is unfair to the ad networks that entered the tender.
The European Union claims that this process creates a massive monopoly. For this reason, it wants Google’s advertising division to be separated as an independent company and to have the same rights in tenders as other advertising networks. However, since it is thought that Google will not voluntarily make such a distinction, the European Commission will take a decision after the investigation. Google has the right to appeal this decision, but if it is rejected, it will also pay ten percent of its annual income as compensation.
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