Investigation into suspected anti-competitive conduct by Google in ad tech

The CMA is investigating whether Google might have abused a dominant position through its conduct in ad tech.

From:
Competition and Markets Authority
Published
26 May 2022
Last updated
6 September 2024 — See all updates
Case type:
CA98 and civil cartels
Case state:
Open
Market sector:
Communications
Opened:
25 May 2022

Case timetable

Date Action
April 2025 to December 2025 (estimate) Consideration of written and oral representations on the statement of objections
December 2024 to March 2025 (estimate) Receipt of written and oral representations on the statement of objections
September 2024 Statement of objections issued
March 2023 to September 2024 Investigation continuing: including information gathering, analysis and review of information gathered
March 2023 Decision to combine this investigation with the separate investigation into whether Google might have abused a dominant position through its conduct in relation to header bidding services
May 2022 to February 2023 Initial investigation: including information gathering, analysis and review of information gathered
25 May 2022 Investigation opened

Statement of objections

6 September 2024: The CMA issued a statement of objections alleging that Google has harmed competition by using its dominance in online display advertising to favour its own ad tech services.

Notes

  • No conclusion should be drawn that there has been an infringement of competition law at this stage.
  • The CMA will consider any representations it receives before any decision is taken as to whether competition law has been infringed.

Decision to combine this investigation with the CMA’s investigation into Google’s conduct in relation to header bidding services

10 March 2023: The CMA has been conducting a separate investigation into whether Google has abused a dominant position through its conduct in relation to header bidding services. Due to the interrelationship of the facts and conduct in the 2 investigations, the CMA has taken the decision to combine them.

Case information

On 25 May 2022, the CMA launched an investigation under Chapter II of the Competition Act 1998 into suspected breaches of competition law by Google. The investigation concerns Google’s conduct across parts of the ad tech stack.

Notes

  • ‘Ad tech’ is used in the sale of online advertising. A series of tools have been developed and sold to help intermediate the sale of online advertising between sellers (publishers, like newspapers and news websites) and buyers (advertisers). Google has a strong position at various levels of the ad tech stack. More information can be found in the CMA’s final report for its market study into online platforms and digital advertising.
  • ‘Ad tech stack’ means the supply chain of intermediation services involved in the automatic buying, selling and serving of open display advertisements, operating between advertisers and publishers (including publisher ad servers, SSPs/Ad exchanges, DSPs, advertiser ad servers).
  • The investigation is under Chapter II of the Competition Act 1998 in relation to Google.
  • On 10 March 2022, the CMA opened a separate investigation into whether Google and Meta entered into an anti-competitive agreement and whether Google might have abused a dominant position through its conduct in relation to header bidding services. In March 2023, the CMA decided on administrative priority grounds to close the Chapter I investigation into whether Google and Meta entered into an anti-competitive agreement. In light of that decision and due to the interrelationship of the facts and conduct in the 2 investigations, the CMA has taken the decision to combine the Chapter II investigation into Google’s conduct in relation to header bidding services (Case 51134) with the CMA’s investigation into Google’s conduct in ad tech.
  • Further detail of the CMA’s procedures in Competition Act 1998 cases is available in our guidance.

Personal data

The CMA may collect, use and share personal data for its investigations, including investigations under the Competition Act 1998. This includes processing personal data for the purposes of the General Data Protection Regulation and the Data Protection Act 2018.

For more information about how the CMA handles personal information, please see the CMA’s Personal Information Charter.

Contacts

Anyone with information about suspected anti-competitive activity is encouraged to contact the CMA.

Related content

Updates to this page

Published 26 May 2022
Last updated 6 September 2024 + show all updates

  1. Statement of objections issued to Google.

  2. Case timetable updated.

  3. Decision to combine this investigation with CMA’s investigation into Google’s conduct in relation to header bidding services published to the page.

  4. Administrative timetable published.

  5. First published.

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