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February 21, 2022 07:00 pm

New EU Antitrust Frontier Emerges for Microsoft and Google: Spam Ads

A new claim that Microsoft and Google are gaming the online advertising market to the detriment of smaller rivals threatens to set up a new antitrust clash in Europe, according to previously unseen data. Politico: The two U.S. giants appear to be flooding smaller search engine partners with spam ads and keeping some of the most valuable ads for themselves, according to data reviewed by POLITICO, in a move that draws parallels with the infamous $2.7 billion Google Shopping case. While EU competition chief Margrethe Vestager's 2015 offensive against Google's abuses in the search market got the backing of the EU General Court in November, there are some who say that blind spots in the case have allowed for certain violations to continue -- illustrated by Swedish price-comparison site PriceRunner's decision earlier this month to sue Google for $2.4 billion in damages. And now, according to the same data, both Google and its closest rival in the search engine space, Microsoft, are siphoning off so-called spam ads to smaller search engines that use their search results, as well as limiting the quantity of higher-value ads that appear on these partner search engines.

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