ADIF files complaint with CCI over Google's online advertising dominance

Alliance of Digital India Foundation (ADIF), a forum for startups, has filed a complaint with the Competition Commission of India (CCI) against Google's alleged anti-competitive practices in online advertising.

The organisation claimed in a statement that Google imposes unfair conditions on advertisers in the realm of online search advertising through its ad policies, including restrictions on call assets and prohibitions on third-party technical support.

The ADIF also raised concerns about the “opacity” of Google's ad ranking system by describing it as a "black-box approach" that leaves advertisers in the dark about the services they are paying for.

ADIF contended that Google's control over major online platforms, coupled with the fact that it derives 97% of its revenue from advertising, has led to practices that stifle competition and hurt Indian businesses.

“The digital advertising landscape is critical for the growth and sustainability of India's startup ecosystem. Our complaint to the CCI is a crucial step towards ensuring that this vital market operates on principles of fairness, transparency, and equitable competition. We believe that addressing these issues will not only benefit advertisers and publishers but will also foster innovation and create a more vibrant digital economy in India,” said Prateek Jain, Associate Director-Starup and Alliances, ADIF.

The complaint also addresses Google's practices regarding YouTube ad inventory. It alleges that “the tech giant restricts advertisers' choices by linking access to this inventory with the use of Google's Display & Video 360 platform,” the foundation said.

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The organisation is hoping to see some of these concerns addressed through an investigation by CCI. “ADIF anticipates that the CCI will implement both behavioural and structural remedies to counter Google's alleged abuse of its dominant position,” the foundation said.

Founded in 2020, ADIF advocates for friendlier policies regarding startups, works to create a level playing field for startups and innovators, and draws focus to the innovation and technology spearheaded by Indian startups.