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On June 7, Isabelle de Silva, a prominent French supervisor, was the world head of state. After a thorough investigation, what Silva described as the most difficult thing he had ever done, the French Competition Agency, or FCA, came crashing down. Google and a $ 260 million fine. Google, de Silva ruled, was using pre-existing advertising expertise to strengthen its position and win over its competitors.
But de Silva was not finished. One month later, in another case, they charge Google. This time Google failed to discuss personal changes in search results with the media. Google Punishment? $ 594 million.
Such statistics are slightly different from Google and the parent company Alphabet, which created them $ 61.9 billion in the last quarter alone. But the FCA’s decision on Google’s expertise was crucial for a number of reasons: Google did not fight it. The company agreed to everything that happens at FCA and approved major changes in the way it operates. And these changes can occur not only in France but throughout the world.
In one decision, the moderator, the Autorité de la Concurrence in French, was able to rethink the way Google’s advertising expertise works. The decision concerns the technologies in Google’s Ad Manager — a platform that enables companies to buy and sell ads that are displayed on billions of pages. The FCA selected primarily two components of the Ad Manager system: DoubleClick for Publishers server and a commercial site known as SSP AdX. The former allows owners to advertise their products to advertise what they have been publishing, while the latter participate in dealing with the retail, distribution market.
“Google ensured that the advertising server preferred the platform to sell the advertising space,” says Silva. In addition, he explains, Google uses its expertise in what has been done on other advertising platforms to profit from its low cost. “We were able to show in detail that Google doesn’t just have information that others do not have, for a specific reason. [dominant] responsibility, but that he made the most of this opportunity to win the bids, “said Silva.
In short, Google used its power to give it a chance. Under European competition laws, companies with a well-known market are not allowed to abuse their position. Professional giants are allowed to be great, but they should not use this power to make themselves strong enough to hurt others. Website publishers who sell their advertisements have lost their performance due to Google’s actions, FCA ruled. And Google’s adversaries in advertising technology also suffered because of what Google did.
In the past, three European Commission investigations have fined Google more than $ 9.7 billion for litigation, and the company is suing lawsuits. But in this case, Google does not oppose the FCA ruling. Instead, it did not contradict the FCA’s findings, and encouraged a change in its advertising strategy. (Changes in response to European Commission cases.)
Fayrouze Masmi-Dazi, a lawmaker at the French company Frieh Associés, who did not participate, said: I think it shows that the French competition authorities are very smart and that they come up with solutions that can be found to solve these problems. ”
“The verdict is a clear one,” said Antoine Riquier, a lawyer at the Hausfeld law firm. The program of FCA page decision 101 pages contains graphic descriptions of how professional advertising and servers work. “You have a lot of stuff, but it’s not very accurate at one time. There is a lot of work being done by the competition authorities in France in this regard. ”
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