Google has responded to the Australian Competition and Consumer Commission’s (ACCC) adtech inquiry findings, saying it helps businesses, publishers and consumers.
The competition watchdog released its final report, finidng that Google has a dominant position in key parts of the adtech supply chain which “harms businesses and consumers”.
The report estimates that more than 90% of ad impressions traded via the adtech supply chain passed through at least one Google service last year.
The ACCC says Google has used its position to preference its own services and “shield” them from competition.
The tech giant responded by saying it benefits businesses and consumers.
“Google’s digital advertising technology services are delivering benefits for businesses and consumers - helping publishers fund their content, enabling small businesses to reach customers and grow, and protecting people online from bad ad practices,” a Google spokesperson says.
“Analysis by PwC Australia for Google Australia found that three quarters of Google’s ad tech customers are Australian small and medium businesses - and three in four businesses surveyed observed important benefits from using Google’s services including cost savings, time savings and business growth, compared to other services.
“PwC also estimated that the existence and use of Google’s advertising technology directly supports more than 15,000 full-time equivalent jobs and contributes $2.45 billion to the Australian economy annually.
“As one of the many advertising technology providers in Australia, we will continue to work collaboratively with industry and regulators to support a healthy ads ecosystem.”
Google will review the report recommendations and consider the impacts on its customers and users.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.