Google pronounces on the European attack on its advertising business model

anuncios google.jpg
anuncios google.jpg

Once again, Google receives threats from Europe to sell part of its business related to advertising, a huge business thanks to which millions of online media live and survive around the world (almost 60 million, to be more exact). .

Europe says that Google is a monopoly, and that it leaves no room for other proposals in the same sector, while Google ensures that this is not the case, and it does so with an article published at this link.

Google, known for being a giant in the digital realm, argues that the Commission’s accusations are based on a limited perception of its advertising business. According to Google, the Commission has not properly assessed how the advanced advertising technology It allows merchants to reach their customers and expand their businesses, benefiting consumers by reducing costs and expanding options.

The company is convinced that it can demonstrate how its ad technology has enabled the creation of higher quality and more effective digital ads. These ads, according to Google, have driven widespread access to content and information online.

In the advertising industry, Google faces fierce competition and constant evolution. The company notes that there is competition from hundreds of companies in this space, including household names such as Amazon, Microsoft, and Meta, as well as specialist ad-tech companies such as Criteo and The Trade Desk. Google notes that even media companies and retailers now offer competing ad technologies.

The company maintains that this integrated model of advertising services that it offers, like many other companies, helps to more efficiently connect advertisers, publishers and consumers, which benefits everyone. In addition, it highlights the competition in digital ad placement at different levels and the option for customers to combine their tools with those of the competition.

Google defends that its products are chosen for their effectiveness and reliability, and for the transparency of their advertising rates. It argues that these are consistent with industry rates and that its industry-leading tools help verify that there are no hidden charges in buying and selling ad space.

The company claims that the digital advertising market benefits from the innovation and competition — helping advertisers, publishers and consumers. Finally, Google is willing to show how its ad technology tools help keep the internet open and accessible. It warns that any disruption to these tools could harm the availability of free, ad-supported content that benefits everyone.

Given the current situation, Google shows its willingness to open dialogue and cooperation to address these issues, seeking to maintain a balance between competition, innovation and benefits for all participants in the digital advertising ecosystem. In the long term, however, only time will tell how this battle will play out and what changes it might bring to the digital advertising landscape.

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Brian Adam
Professional Blogger, V logger, traveler and explorer of new horizons.