Condemnation of Google by the ADLC, the first important step in the restitution to digital media of nearly 1 billion euros per year of digital advertising.

The condemnation of Google by the ADLC is an important first step to return to the media present on the Internet nearly 1 billion euros per year of digital advertising of which they are abusively deprived.

The 220 million euros sentence against Google by the Competition Authority for having granted preferential treatment to its own intermediation and advertising auction management services highlights that the market share of Google and Facebook on the digital advertising market reached nearly 75% for only 30% of the audience, while the audience share of media present on the internet (Le Figaro, Les Echos, TF1, M6, BFM, RTL, France Info, etc. .) is 25% for only 10% market share.

Indeed, the media are the collateral victims of the biased competitive system by which Google has captured a dominant share of the digital advertising market, allowing it to use media content, audience and data to capture value in this market and favor its own inventories (advertising space).

Thus, in a market of approximately 8 billion euros per year, this means that by favoring its own advertising spaces (Youtube, Google Search, etc.), Google succeeds through its multiple conflicts of interest and its practices of self-preferences to divert a significant share of the digital advertising market to the detriment of traditional media.

It is between 800 million and 1 billion euros that must be redirected from the duopoly (Google and Facebook) to other natural beneficiaries of advertisers’ digital campaigns. The decision of the ADLC is a decisive decision as a first step to allow this rebalancing.

Indeed, the remedies that Google has undertaken to implement will be able to remove the anti-competitive barriers that penalized Google’s competitors in the digital advertising market.

« The Open Internet Project is pleased that alternative players in digital advertising can develop, allowing the French and European media to rely on independent operators who will be keen to irrigate the press and the audiovisual sector with a windfall digital advertising of which they were abusively deprived. The OIP will carefully monitor compliance with these remedies to ensure the emergence of independent adtech players in France and Europe.»
Léonidas Kalogeropoulos, General Delegate of the OIP
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Léonidas Kalogeropoulos, General Delegate : +33607315126 –

Anaïs Strauss, Adviser :+33757503010 –

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