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.
26, rue de l’Université • 75007 Paris
+33 (0)1 53 45 91 91