The Australian Competition and Consumer Commission (ACCC) on Thursday released an interim report on how it intends to regulate the advertising technology (technology ad) industry, and focused on its efforts, at major Google.
In terms of its research, ad technology services that deliver personalized computerized ads to websites and applications, and affiliate advertising agency services
Ad technology research will focus on what the ACCC has called “Google’s leading industry”.
“While there are dozens of ad technology providers across the entire supply chain, Google is the largest provider of the four main technology imaginable services. The report looks at the reasons, and the consequences for Google’s position,” the report said.
But Google will argue that ad technology is a competitive market with low entry barriers and that it is one of the many companies that offer that service.
With the ongoing tension between ACCC and Google here, there, and everywhere, the major search company has said they have partnered with ACCC as part of this process and will “continue to participate constructively”.
“Every day, Google’s advertising technology helps businesses connect with customers and publishers to reach new audiences, creating new opportunities for growth and revenue,” said a Google spokesman.
“Ad tech is a competitive market with low barriers to entry. There are many companies, large and small, working together and competing to enable digital advertising across the web, each with unique and technological features.
“Google is one of the many players, and we’ve made it easy for others to choose who they want to work with.”
The speaker told ZDNet that Google had made significant efforts and invested in developing a healthy advertising system.
“This includes creating solutions to increase privacy, develop new avenues for auction technology, and participate in industrial programs designed to promote the long-term effectiveness of an ad-supported digital advertising system,” they added.
Google paid more than $ 14 billion in 2018 to publishing partners on their ad network. It states that publishers maintain 69% of the total number of advertisers paid when they use Google Ads to purchase their display list.
In a recent report submitted by Google, the search engine giant said it was helping Australian businesses increase revenue.
“Applications such as Google Search, Google Ads, and AdSense help Australian businesses reach new customers and build new revenue streams through online advertising,” the report said. “These business profits are estimated at AU $ 31.7 billion a year in Google Search and ads, and at AU $ 63.9 million a year in AdSense.”
Meanwhile, it said Australian webmasters earn more than AU $ 196 million a year through AdSense and that Google ads are estimated to generate $ 31.7 billion annually in return for Australian businesses by investing in ads to Google Search results. of key words