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 — 07/09/2023
David Gallagher made Partner and Anthony Ojukwu hired as Counsel as Geradin Partners’ London growth continues
Geradin Partners has strengthened its London antitrust litigation team by promoting David Gallagher to Partner and by hiring Anthony Ojukwu, who joins as Counsel. David… Continue
CMA News, GP in the News — 24/08/2023
Geradin Partners appears on CNBC’s flagship business show
London-based partner, Tom Smith, appeared on CNBC’s Squawk Box on 23 August 2023 to discuss the CMA’s investigation into the restructured Microsoft/Activision merger after the… Continue
awards and recognition — 11/07/2023
Geradin Partners shortlisted for Financial Times award
Geradin Partners has been shortlisted for the Financial Times Innovative Lawyers’ Award, in the category of Innovation in Disputes. The firm has been nominated for… Continue