Google has provided the Australian Competitors and Shopper Fee (ACCC) various strategies on how best to move ahead with the regulation in the digital advertising space. Google says this strategy can be leveraged by the consumers as well as the Australian business.
A blog post penned by Google Australia’s marketing director Barney Pierce says Google succeeds when our associates do — therefore we have a great motivation to ensure a healthy digital advertising ecosystem.
In reply to the ACCC kicking off the inquiry, Google debated that ad tech is a competitive market with low barriers to entry and that it’s solely one of the several companies offering such a service.
Additionally, Google stated that it generates AU$32 billion in benefits in a year for businesses and content creators across Australia via its advertising mediums/ platforms.
The previous month, Australia’s Seven West Media Company struck a Google News pay deal. The agreement was struck under Google’s individual model, News Showcase. Following the launch of News Showcase in October, Google has transferred pay deals with more than 450 publications globally.
Google’s Response to ACCC’s Inquiry
The search engine giant Google issued a 68 page PDF that stated the ACCC’s Interim Report provided an unclear aspect of the digital advertising industry. It additionally said, concentrating just on web-based open display advertising results in a deceptive aspect of industry dynamics. Any regulatory intervention must not minimize the innovation and competition that has driven so many advantages.
Google stated that ad tech has been distinguished by continuous innovation, inspired by the growing/ increasing needs of advertisers, publishers, and consumers. This constant innovation, Google alleged, considerably alters the ad tech landscape every two to three years.
‘Data portability measures should not be applicable to those data that user don’t control’, Google said this by offering instances such as data about a consumer’s activity on a website where their ads are shown.
Google continued the statement, data portability should not extend to data that a service provider generates by utilizing a consumer’s data — inferred data — for instance; a user profile generated through the analysis of the data collected.
On the issue of the dispute of interest and self-preferences, Google stated that it considers the present Competition and Consumer Act 2010 provisions are adequate for addressing potential competition concerns that may emerge from vertical integration in the ad tech chain.
Besides this, Google marked the interim report as having a narrow focus, stating it neglects essential competition dynamics that force Google’s ad tech business.
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