Google is battling a lawsuit from Canada’s Competition Bureau, which accuses the tech giant of abusing its market power in digital advertising. The bureau claims Google unlawfully linked its ad tech tools to dominate the market, reducing competition and inflating ad costs. With over 90% of market share in publisher ad servers and significant control in other ad tech segments, Google’s influence is hard to ignore.
However, Google argues that the industry remains competitive, pointing to rivals like Microsoft, Meta, and Amazon. The company also warns that breaking up its services could stifle innovation and harm consumer welfare. The lawsuit demands that Google sell two of its ad services and pay a penalty potentially worth billions.
This case brings important economic questions to light, including the concept of market power—a firm’s ability to control prices and exclude competition. It also raises debates about barriers to entry, as Google’s integrated ecosystem might discourage new competitors. For economics students, this lawsuit provides a real-world example of antitrust regulation and its impact on innovation and consumer choice.
THINK LIKE AN ECONOMIST!
Q1. Define the term “market power” in the context of digital advertising.
Q2. Explain using a diagram how high barriers to entry can maintain market power for firms like Google.
Q3. Evaluate whether breaking up Google’s ad tech services would increase competition or hinder innovation in the digital advertising industry.
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