The ACCC has released its final report on the Digital Advertising Services Inquiry, more than 18 months after the government first initiated the inquiry.
The major focus is on the dominance that Google has in the space – with the report noting that “In 2020, we estimate that over 90% of ad impressions traded via the ad tech supply chain passed through at least one Google service.” The report also says that the ACCC is examining a number of allegations regarding Google’s behaviour that has lessened competition over time.
In response to the issue, the ACCC has recommended that it be given powers that allow it to address conflicts of interest, prevent anti-competitive self-referencing behaviour, address data advantage issues, and transparency problems, where these create efficiency or competition concerns.
The ACCC has also acknowledged that it has previously identified similar concerns with online search, social media, and app marketplace services. These will be addressed in the September 2022 report for the Digital Platform Services Inquiry.
Upon the release of the report Gai Le Roy, CEO of IAB Australia, said: “Ad funded digital media and services, supported by the ad tech sector, perform a critical role in the digital economy. The ACCC’s detailed Digital Advertising Services Inquiry Report has implications for many aspects of the ad tech sector and the IAB looks forward to working constructively on behalf of the industry with Government on the key issues it raises and to continue to build confidence across the ad tech ecosystem.
“The digital advertising industry is focused on ensuring advertising technologies prioritise consumer privacy and accountability in the development of targeting, measurement, and attribution solutions. We recognise the critical importance of transparency across the Australian ad tech supply chain and are actively working to develop measures that work for advertisers and publishers, as well as consumers.”
The report comes after the Media Code laws were finalised earlier this year that saw Google and Facebook made to pay news outlets for their content.