The European Union has launched a formal antitrust investigation into Alphabet’s Google, after the European Commission, its main antitrust enforcer, probed the issue informally since at least 2019. The formal investigation will examine numerous allegedly anticompetitive practices involving how the tech giant brokers ads and shares user data with advertisers across websites and mobile apps. In addition to reviewing issues covered by U.S. states, such as Google favoring its own ad-buying tools, the probe will cover new territory. Continue reading European Union to Conduct Antitrust Investigation of Google

Facebook agreed to pay a $40 million penalty for providing incorrect metrics for average viewing time of ads on its platform. In 2016, Facebook admitted to the problem, and a group of small advertisers sued in California federal court, in part claiming that Facebook knew about the problem long before it admitted and fixed it. Facebook countered the impact was minimal because it doesn’t bill advertisers based on watch-time; plaintiffs disagreed, saying it is a “common indirect barometer to guide ad-buying decisions.” Continue reading Facebook Agrees to $40 Million Fine for Incorrect Ad Metrics

In pursuit of a piece of the $72 billion U.S. TV advertising market, Google has its first big win in getting TV and video companies to embrace its video ad tech software. The company inked a partnership with CBS to provide the technology to deliver ads for its latest original “Star Trek: Discovery” series, the main attraction for CBS All Access, its new streaming subscription service. The new deal is a hoped-for win-win for both Google and CBS, and a challenge to other ad tech systems. Google also debuted an ad buying software tool last spring. Continue reading Google Takes a Major Step in TV Ad Delivery With CBS Deal

Fox Networks Group, Turner and Viacom announced the launch of OpenAP, a new Web-based platform designed to help advertisers target ads across television networks. According to The Wall Street Journal, the platform allows advertisers to “mix and match data sets to create ad targeting criteria that can be used for multiple TV buys. The move comes as the TV industry is looking to adopt some of the precision ad targeting and automation that has become standard for digital advertising.” The offering intends to resolve challenges involving transparency, consistency and standardization by serving as a centralized digital user interface that cross references data with third party sources. More details will be revealed at a New York event on April 7. Continue reading Fox, Turner, Viacom Introduce OpenAP TV Ad Buying Platform

In an extension of the deal in which advertising holding company Publicis Groupe agreed to buy up tens of millions of dollars of YouTube’s advertising, the company’s agencies DigitasLBi and Razorfish will also buy $100 million of Google advertising across several of its platforms, including YouTube, Google+ and Hangouts. Publicis is getting a sizeable discount, and Google is positioning itself to compete more fiercely with TV advertising. Continue reading Google Deal Extension with Publicis Threatens TV Ad Sales

Automated advertisement buying is used by marketers where computerized systems focus on specific users based on their consumer data and Web browser histories. Machines and automation are handling more of the process of purchasing online advertising. These new methods of ad buying are expected to increase by more than 50 percent, and are becoming a more popular trend among advertisers to target their ads with more efficiency. Continue reading Study: Automated Ad Buying to Grow by 56 Percent This Year