Google to settle ad-tech antitrust case in France –

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Google to settle ad-tech antitrust case in France – fr


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Google is set to settle an antitrust case in France, alleging the company has abused its power in online advertising, and is likely to pay a fine and make operational changes, people familiar with the matter have said. .

The French case, which has not been disclosed before, is one of the most advanced in the world when it comes to Google’s dominance as a provider of tools to buy and sell ads on the web.

In connection with the case, the French Competition Authority alleged that the company’s ad server – historically known as DoubleClick for Publishers (DFP) and used by most major online publishers to sell ad space – gave Google’s online auction house AdX an edge over other auction operators, the people said.

The authority also alleged other forms of self-preference between Google’s ad technology tools, they added.

To cover the French fees, Google offered to improve AdX’s interoperability with ad servers run by other companies and remove some other hurdles faced by competitors, some people said. The settlement has yet to be approved by the authority’s board, which could reject the deal, the people said. If approved, the settlement could be announced in the coming weeks, they said.

An expanded version of this report appears on WSJ.com.

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