Google’s (forgotten) monopoly – Ad technology services on the open web

Online advertising is the fuel of the digital economy. Yet despite the industry’s gigantic growth, the lion’s share is captured by a handful of digital platforms, leaving a small share of revenue for publishers, further reduced by commissions charged by ad tech companies. Against this background, the purpose of this paper is to introduce the reader to the online display advertising ecosystem and explore whether Google, widely considered the dominant ad tech company, engages in conduct warranting antitrust scrutiny.

I. Introduction 1. Online advertising comes in various shapes and forms, ranging from advertisements in the search results of Google and native ads on Facebook’s newsfeed to banners displayed on the webpage of major newspapers or games of app developers. Online advertising is what fuels digital services, providing a critical and often irreplaceable source of revenue for providers of online content, broadly referred to as “publishers.” 2. The market for online advertising has grown massively, with an estimated global turnover reaching $237 billion in 2018. [1] At first glance, that would give the impression that publishers have more advertising revenue than ever to fund their business and provide quality content—all the more important for news publishers, which have witnessed their print

Access to this article is restricted to subscribers

Already Subscribed? Sign-in

Access to this article is restricted to subscribers.

Read one article for free

Sign-up to read this article for free and discover our services.


PDF Version



Damien Geradin, Dimitrios Katsifis, Google’s (forgotten) monopoly – Ad technology services on the open web, September 2019, Concurrences N° 3-2019, Art. N° 90967,

Visites 1223

All reviews