US authorities investigating Alphabet Inc's Google for anti-competitive behaviour have recently begun probing the company's US$116 billion-a-year advertising business.
"Our tools and platforms make it easy for advertisers and publishers of all sizes to choose whom they want to work within this open, interconnected ad system," Google Vice President Sissie Hsiao wrote. "It's incredibly difficult to compete with the monopoly search and video sites," said Brian O'Kelley, founder and former CEO of ad tech company AppNexus, in an interview in June.The remaining 20 percent of Google’s ad revenue is from what is commonly referred to as its “display business.” Google boosted this operation by acquiring seller tools such as DoubleClick for US$3.
The popular marketplace, which matches up ad buyers with publishers, is where Google collects high fees. This"last look" was one of several ways rivals allege Google favoured itself. Google last week announced that the elimination of"last look" as part of a move to a new sales system.
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