CCI admits ADIF complaint against Google over AdTech dominance charges, orders wider probe
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Mint
06-08-2025
- Mint
Why India's antitrust watchdog is investigating Google's adtech business
The Competition Commission of India (CCI) closed its probe into Google's dominance in search advertising but ordered a fresh investigation into the tech giant's conduct in the display advertising market. What are the allegations? What does the CCI order say? And what could this scrutiny mean for Google and India's digital advertising ecosystem? Mint explains. What's the complaint? In 2024, the Alliance of Digital India Foundation (ADIF) filed a complaint accusing Google of abusing its dominant position in the digital advertising space, particularly in adtech, the technology behind buying and selling ads online. ADIF alleged that Google had built a closed ecosystem that unfairly favoured its own products, making it hard for others to compete. Its complaint focused on two key areas: search advertising (ads that show up on Google search results), and display advertising (ads on websites and apps, like banners or videos). What is ADIF? ADIF is an industry body representing Indian digital startups and entrepreneurs. Formed in 2020, it has positioned itself as a vocal advocate for fair digital markets in India. ADIF has been at the forefront of several high-profile complaints against global tech giants, notably Google. For instance, it has filed submissions with the Competition Commission of India challenging Google's Play Store billing policies, arguing that they impose unfair conditions on Indian developers and restrict consumer choice. ADIF also supported Indian startups during CCI's investigations into Google's dominance in Android and app distribution. How has CCI reacted? On ADIF's display advertising complaint, CCI found enough evidence to suggest that Google may have violated India's competition rules. The regulator has decided to club the complaint with ongoing investigations in similar cases and directed the director general of its investigative wing to carry out a consolidated probe into Google's conduct in the adtech ecosystem. On Google's search advertising, CCI dismissed this part of the complaint saying the issue had already been addressed and no new evidence had been provided. What's Google's response? Google has said it is confident that CCI's scrutiny will affirm that the company's advertising practices have consistently benefited advertisers, publishers, and users, and are fully compliant with competition law. Google has been facing similar scrutiny in other markets, most notably in the US, where the Department of Justice and a coalition of states have accused it of monopolizing key parts of the digital advertising ecosystem. The company has pushed back strongly, arguing that its tools create value for publishers and advertisers and that competition in adtech remains robust. What's next in the CCI process? The director general of CCI's investigative wing will begin a formal investigation by probing Google's conduct in the display ad market. If the DG finds information establishing practices such as self-preferencing, opaque auction processes or contract terms, these will be included in the final report. This could result in CCI calling for remedial measures or structural changes at Google related to pricing, access rules, and bundling of services, issues that advertisers and publishers have long raised globally.
The Hindu
04-08-2025
- The Hindu
CCI admits complaint against Google over AdTech dominance charges, orders wider probe
Fair trade regulator CCI has ordered a detailed investigation into Google's conduct in the online display advertising market on a complaint filed by the Alliance of Digital India Foundation (ADIF). In an order passed by CCI on Friday, the regulator said it has decided to club the complaint with ongoing investigations in similar cases and directed the Director General (DG) to carry out a consolidated probe into Google's conduct in the AdTech ecosystem. "The DG is directed to investigate the various alleged practices of Google in Online Display Advertising services and/ or AdTech intermediation services and submit a consolidated investigation report in the matters, accordingly," it added. The order comes in response to a detailed complaint filed by ADIF alleging that Google has engaged in anti-competitive practices across various layers of its advertising technology stack. In its complaint, ADIF alleged that Google, through its multiple group entities, has engaged in anti-competitive conduct by self-preferencing its own services in the AdTech ecosystem, including tying and bundling of its publisher ad server (DFP) with its ad exchange (AdX), and linking access to YouTube ad inventory with the use of its demand-side platform (DV360). ADIF, which represents startups, companies and individuals, also alleged that such practices not only harmed publishers and advertisers but also foreclosed the market for competing AdTech service providers. The CCI said that the participation of ADIF, which represents key stakeholders in the start-up and digital ecosystem, could bring additional insights to the probe and there was no legal barrier to clubbing the matter with the ongoing investigation. The Commission said it was prima facie satisfied that Google's conduct warranted scrutiny under Section 4 of the Competition Act, which deals with abuse of dominant position. It directed that the matter be clubbed with four existing cases and a consolidated report be submitted after investigation. "Allegations made by ADIF in the present matter already form part of the allegations being investigated in the Publishers Case (supra), in terms of the proviso to Section 26(1) of the Act, the commission decides to club the present matter," the CCI said. However, in its response, Google denied the allegations and said it operates in a competitive AdTech market in India, with players like Xandr, Amazon Ads and the Trade Desk. It maintained that its products are interoperable and not tied. However, the CCI said these aspects will be examined during the course of the investigation. "We are reviewing the CCI's orders. We welcome the CCI's decision to dismiss one part of the complaint. We remain confident that our ongoing work with the CCI will affirm that Google's advertising practices have consistently benefited advertisers, publishers, and users, and are fully compliant with competition law," according to Google spokesperson. In a separate order, the CCI dismissed a complaint filed by ADIF against Google, concluding that the allegations raised were already examined and settled in previous cases. The CCI said it is not convinced by the reasons stated by ADIF for distinguishing its allegations from the issues examined in previous orders passed by the regulator. "The issues examined in the previous order may be 'the same' or 'substantially the same'. "Therefore, the present matter is directed to be closed forthwith in terms of the provisions of section 26(2A) of the Act," the regulator added. ADIF had cited four main concerns, including prohibition on third-party technical support advertisements, restrictions on 'Call Ads' on desktops, lack of transparency in ad rankings, and allowing competitors to bid on trademarked keywords. "All the four instances of alleged unfair and discriminatory conditions imposed by Google upon advertisers as part of its Google Ads Policies as raised by ADIF in the present matter, have already been examined in substance and set to rest by the commission in its previous decisions," the competition watchdog said.
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Business Standard
03-08-2025
- Business Standard
CCI widens antitrust probe against Google in online ad tech segment
Search giant Google's run-in with India's competition watchdog appears to be intensifying. The Competition Commission of India (CCI) has expanded its investigation into the company's alleged anti-competitive practices in online advertising, based on a complaint filed by the Alliance of Digital India Foundation (ADIF). In an order passed on 1 August, the CCI said it would club the present matter with the ongoing investigation in similar cases. 'The DG is directed to investigate the various alleged practices of Google in online advertising services and/or AdTech intermediation services and submit a consolidated investigation report in the matter accordingly,' the order stated. Google, in a statement, said: 'We are reviewing the CCI's orders. We welcome the CCI's decision to dismiss one part of the complaint. We remain confident that our ongoing work with the CCI will affirm that Google's advertising practices have consistently benefited advertisers, publishers, and users, and are fully compliant with competition law.' The complaint outlined Google's dominant position and alleged abusive conduct in both the online search advertisement and online display advertisement markets. ADIF contends that Google's control over major online platforms, coupled with the fact that it derives 97 per cent of its revenue from advertising, has led to practices that 'stifle competition and adversely affect Indian businesses.' The CCI has been investigating Google since 2021, following cases filed by the Digital News Publishers Association. Two additional cases were subsequently filed. Google's tussles with Indian authorities have increased in recent years. In 2022, the CCI fined Google ₹936 crore for abusing its dominant position through its Play Store policy. The company was also fined ₹1,337.76 crore for its conduct in the Android mobile device ecosystem.
