Competition law — 16/10/2019
‘Trust Me, I’m Fair’: Analysing Google’s Latest Practices in Ad Tech From the Perspective of EU Competition Law
In a first paper released in January 2019, we explained the mechanics of online display advertising and real-time bidding with a focus on the tools and technologies comprising the ad tech market. We identified Google as the leading, and most likely dominant player across the ad tech value chain and expressed the concern that it engages in prima facie anticompetitive conduct, in that it uses its leading ad server to favor its ad intermediation business and exclude competitors. We also explained how the lack of competition across the ad tech value chain enables Google to exploit advertisers and publishers by charging hidden fees for ad intermediation on top of its disclosed commissions. In March 2019, Google announced that it would switch to a first-price unified auction by the end of 2019, arguing that its move would help create a fair and transparent market for everyone. Meanwhile, online advertising has attracted significant regulatory interest in the EU, the USA and Australia.
Read the full paper here.
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Announcements — 24/07/2025
Professor Stephan’s £2.7bn claim against Amazon certified to proceed to trial in the UK’s Competition Appeal Tribunal
LONDON, UK 24 July 2025 A claim brought by Professor Stephan, a leading competition law professor, against Amazon has been certified to proceed to trial… Continue
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Announcements — 21/07/2025
Geradin Partners represents Corning Incorporated in European Commission antitrust settlement
Brussels, 21 July 2025 Geradin Partners acted for Corning Incorporated (NYSE: GLW) in a European Commission investigation into whether Corning abused a dominant position in… Continue