Google said it would make changes to its global advertising business to ensure it did not abuse its dominance, bowing to antitrust pressure for the first time in a landmark settlement with French authorities.
The deal with the French competition watchdog could help rebalance the power over advertising in favor of publishers, which held sway over the business in the pre-internet era but lost control with the rapid rise of Google and Facebook.
The French settlement alone may not meaningfully affect industry market share, according to ad-supported media companies and Google's advertising rivals. But they hope it inspires similar antitrust cases in the United States and other jurisdictions. Instead, the watchdog focused on the ties between Google Ad Manager, used by publishers to auction ad space, and Google AdX, one of several marketplaces which can manage auctions.
Under the terms of the settlement, Google committed for three years to level the playing field better for AdX with an independent trustee monitoring the situation, the French watchdog said. Some changes would be implemented by the first quarter of 2022, it said, adding that Google would not appeal the decision.
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