Entrance
Today, digital marketing has become an indispensable tool for businesses. Especially online advertising plays a big role in reaching the target audience of brands. In this context, Google Advertising and other online platforms offer businesses effective marketing strategies, but some competitive issues also arise in the process.
Competition Authority Investigation
The Competition Authority has started a major investigation into Google's online advertising practices. The investigation focuses on Google's Law on the Protection of CompetitionIt covers claims that Google violated the YouTube One of the main factors taken into consideration is that the platform imposes certain restrictions on access to its inventory.
YouTube and Ad Reach
Google YouTube's inventory includes only its own demand side platforms (DSP) has imposed restrictions on access. This situation has caused the independent service providers to YouTube negatively impacted their ability to verify and measure their advertising. In examining these claims, the Competition Authority will look into third-party DSPs YouTube took into consideration the commitments providing guarantee of access to the inventory and concluded the investigation.
Vertically Integrated Structure and Competition Violations
Google’s vertically integrated structure means that it tends to favor its own products when it comes to online ad tech services. In this context, Google’s inventory requests from its own DSPs are to supply side platforms (SSP) redirection has been considered a significant antitrust violation. That is, Google is limiting the market influence of its competitors by favoring its own SSP service (AdX).
Dominance in the DSP and SSP Market
The Competition Authority found Google's dominance in the DSP services market. However, no violations were found in this market regarding the redirection of requests from Google's own DSPs to the SSP service. Nevertheless, Google's publisher ad server services Its dominant position in the market is carefully monitored.
Unfair Advantage and Administrative Fines
The unfair advantage provided by Google to its own SSP service has been considered a significant violation by the Competition Authority. This situation complicates the activities of competitors, and therefore Google 2 billion 607 million 563 thousand 963 liras administrative fine was imposed. This penalty was recorded as a big step in ensuring competition and establishing effective competition in the market.
Measures to be taken to ensure competition
The Competition Authority has ordered Google to take legal action after the notification of the reasoned decision. 6 months It requires third-party SSPs to provide conditions no less favourable than those applicable to its own service. This measure is considered a critical step in balancing market dynamics and increasing competition.
Digital Marketing Strategies and Competition
Businesses developing digital marketing strategies should follow such developments closely. In an environment where competition is intense, Big players like Google applications can directly affect the market position of small and medium-sized enterprises. Therefore, it is extremely important for each enterprise to take into account the competitive conditions when creating its own strategy.
Conclusion
As a result, Google's activities in the field of online advertising have brought various competition issues to the agenda. The investigations and decisions made by the Competition Authority are of great importance in ensuring competition in this area. When creating digital marketing strategies, businesses need to take such developments into account and gain competitive advantage.
