Canada’s Competition Bureau has filed a landmark lawsuit against Google, alleging the tech giant systematically manipulated the online advertising market to maintain its dominant position, potentially forcing the company to divest two of its key advertising technology tools.
The move comes just days after US President-elect Donald Trump announced that he plans on imposing tariffs on Canada, in addition to China and Mexico.
The antitrust watchdog accused Google of abusing its market power through anti-competitive practices, including providing preferential access to its own ad inventory and deliberately disadvantaging rival platforms. In a statement, the bureau claimed Google engaged in conduct designed to lock market participants into using its proprietary ad tech services while excluding competitors.
Investigators concluded that Google, as the largest provider of web advertising technology in Canada, strategically maneuvered to entrench its market control. The lawsuit seeks not only the divestment of two ad tech tools but also a financial penalty to promote compliance with competition laws.
Google has robustly contested the allegations, arguing that the online advertising market remains intensely competitive with ample choices for buyers and sellers. Dan Taylor, Google’s Vice President of Global Ads, emphasized that the company’s advertising technologies help websites and apps generate funding while enabling businesses to reach new customers.
The Canadian lawsuit parallels ongoing antitrust efforts in the United States, where the Department of Justice is pursuing a similar case against Google’s advertising business. Closing arguments in the US case were presented earlier this week, with a potential decision expected imminently.
Matthew Boswell, Canada’s Commissioner of Competition, stated that Google’s conduct has prevented rivals from competing on merit, ultimately harming Canadian advertisers, publishers, and consumers.
The case signals escalating global regulatory scrutiny of big tech’s market practices, potentially setting a significant precedent for future digital marketplace regulations.
Just days after Donald Trump’s tariff announcement, Canada has this ‘problem’ with Google – Times of India
