The Competition Bureau will intensify its investigation into Google to determine whether the global giant engages in practices that harm competition in the online display advertising industry in Canada.
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“This industry consists of various technological products used to display advertisements when users visit websites or use applications,” the Competition Bureau said in its press release issued on Thursday.
Google owns four of the largest online advertising technology services used in Canada, including DoubleClick for Publishers, AdX, Display & Video 360 and Google Ads.
The investigation began in 2020 and focused on allegations that Google was “exploiting its market power by offering video ads in the market for advertiser buying tools,” it said.
As the investigation expands, the Competition Bureau will now seek to determine whether Google has exploited its market power in display advertising technology services in a way that harms competition.
The office will also investigate whether the web giant uses predatory pricing for certain technological display advertising services.
The aim is therefore to determine whether Google has tried to harm competition, whether its practices have an impact on competitors or whether they lead to higher prices, restrict choice and hinder innovation, the bureau explained.
The order, issued by Canada's Federal Court, requires Google to provide documents and written responses related to the FBI's investigation.
The first court order was obtained in 2021, and an investigation into anti-competitive behavior against Google was initiated in 2016.