The two leaders of online advertising find themselves once again in the dock. Google and Meta, the parent company of Facebook, are indeed the subject of investigations launched by the European Commission and the British Competition Authority concerning their online advertising display services. What offends Brussels and London is the Jedi Blue agreement concluded in 2018 between the two American giants.
This alliance involves Google’s Open Bidding program, which mediates between advertisers and publishers through an auction, and Meta’s Audience Network tool, which participates in auctions for advertising space. third-party publishers. Or Brussels”concerns that the deal is part of an effort to exclude competing ad technology services from Google’s Open Bidding program and thereby restrict or distort competition in display advertising markets by online, to the detriment of publishers and ultimately consumers“.