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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Events and Sponsorship — 27/05/2025
DMCC drinks reception in London
Geradin Partners hosted its second annual reception at The Ned in London for all those involved in the digital markets regime under the UK’s Digital… Continue
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Announcements — 23/05/2025
Joosua Virtanen joins Geradin Partners as Chief Data Scientist and Principal Economist to lead Geradin Partners AI
We are pleased to announce that Joosua Virtanen has joined Geradin Partners as Chief Data Scientist and Principal Economist as of 15 May 2025. Joosua… Continue