The Fair Business Regulatory Commission of Competition (CCI) has ordered a detailed inquiry into Google’s conduct in the online display advertising market on a complaint filed by the Alliance of Digital India Foundation (ADIF). The CCI said in an order passed on Friday that it has decided to connect the complaint with an ongoing investigation in similar cases and directed the Director General (DG) to conduct an integrated investigation into Google’s conduct in the education technology ecosystem.
It further states that the Director General is directed to examine the various alleged procedures of Google in online display advertising services and/or education technology mediation services and thus, to submit a consolidated investigation report in cases.
Why will Google be investigated in India?
The order has come in response to a detailed complaint filed by ADIF alleging that Google is involved in anti-competition processes at various levels of its advertising technology stack.
In its complaint, the ADIF alleged that Google has conducted anti-competition by giving priority to its services in education technology ecosystems through several group bodies, in which its publisher advertising server (DFP) with its advertising exchange (ADX), to add and bundle with its advertising exchange (ADX), and access to YouTube advertising inventry (DV 360) It involves connecting with use.
What if Google was found guilty?
Google has been accused of confusing in the online display advertising market, if it is proved correct, then a thick penalty can be imposed on Google. Along with this, pressure can also be made on Google to change your policy.