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Two lawsuits have been filed in the United Kingdom and the Netherlands alleging that it hurts competition from AdTech (Advertiser Technology) through Google for online ads. In this, compensation of $ 2,540 million i.e. about two lakh crore rupees has been claimed. According to publishers in both countries, Google’s abuse of monopoly and wrong policies caused them huge losses in advertising revenue.
The European Union and the UK are already investigating Google’s edtech policies. Last year, France’s Competition Commission found Google guilty of abusing the monopoly of ad-servers for advertising on mobile apps and websites. A fine of about Rs 1,700 crore was also imposed on him. Google did not oppose the facts that led to this fine. The law firm Geradin Partners, which fought on behalf of the complainants in this case, has now taken up both the fresh cases. Publishers from across the European Union have come together in a lawsuit filed in the Netherlands. At the same time, Google called these lawsuits based on hypothetical assumptions and opportunistic. It said Google AdTech served as a key advertising platform, helping to grow millions of websites and apps. He will fight this case with all his might.
Wrong policies issued since 2014
The law firm alleges that Google abused publishers’ ad-servers and ad-exchanges. He is doing this work since 2014. This anti-competitive activity caused huge losses to the publishers. This loss is especially suffered by the local and national news media, which play a vital role in our society. Now the time has come for Google to accept the responsibility of its mistakes and pay the compensation.
What is EdTech?
According to Google, AdTech helps buy, sell, manage and measure digital ads across multiple parameters. It uses a complex algorithm. It claims that it allows advertisers to reach customers directly, buy ‘impressions’ on websites and select audiences. Impressions are the number of people who saw the ad and clicked it. Experts believe that Google completely controls ads from AdTech, which is against the rules of competition.
Copyright matters on tech companies
- In France, the Competition Commission fined Google millions for not paying copyright fees from publishers in exchange for the use of snippets of their content.
- ‘Price Runner’, which provides a service for comparative analysis of prices of products in Europe, has claimed damages of thousands of crores on Google. It is alleged that Google caused harm by not complying with the order in the competition case.
- In 2019, Ireland’s Data Protection Commission launched an investigation into Google’s edtech, which is investigating allegations of theft and misuse of personal data.
- Meta has been sued by users in the UK for damages. It is alleged that Meta got unreasonable conditions from them in exchange for allowing them to use Facebook, obtained personal data.