Canada Files Antitrust Case Against Google for Ad Tech Monopoly

On November 28, 2024, Canada's competition authority took a significant step against Google, filing a complaint aimed at dismantling what it describes as a monopoly in the online advertising sector. The move is reminiscent of ongoing legal battles against the tech giant in the United States, as regulatory bodies worldwide strive to curb the influence of major tech corporations such as Google, Amazon, and Apple.

The Bureau of Competition Policy in Canada claims that Google has unlawfully leveraged its dominance by controlling significant portions of the ad-tech market. It asserts that the search engine leader monopolizes software for ad transactions and auctions. With allegations that Google controls between 40% to 90% of the Canadian market, the authority aims to compel the company to divest two pivotal services from its advertising technology portfolio.

Canada’s regulatory actions are part of a broader effort to implement laws designed to mitigate the adverse impacts of social media, including a push for tech companies to financially support traditional news outlets struggling in the digital landscape. The Bureau's statement emphasized concerns that Google's practices lock other market players into its systems, hindering fair competition. As the situation unfolds, the impact of Canadian regulations on the tech giant could resonate beyond borders, echoing the global call for more stringent oversight of Big Tech companies.