What the Claim is About

‘Ad Tech’ refers to the technology facilitating online digital display advertising – that is adverts that appear on web pages or mobile apps when users load them. It is distinct from search advertising, which concerns adverts placed when internet users use search engines. Ad Tech is a set of technologies which ultimately connects advertisers with their potential clients, internet users, and which manages their automated online advertising campaigns in real time. Ad Tech technology, including the automated auctions which advertisers participate in to win advertising space with publishers, has historically, and continues to be, dominated by Google.

The proposed claim alleges that Google has breached UK competition law by abusing its dominant position in relation to online display advertising.

In particular:

• Google’s conduct has restricted sources of supply of display advertising. This preferential channeling of demand and supply through their own AdTech tools to the exclusion of other SSPs has distorted the allocation of advertising between buyers and sellers, resulting in advertisers suffering a lower return on their advertising.
  
  
• Google’s conduct has caused advertisers to pay higher prices for the advertising that they have displayed. This has resulted in a reduction in advertisers’ return on advertising spend.

These practices have prevented Google’s competitors from competing on a level playing field therefore restricting innovation and depriving advertisers of the benefits from undistorted competition between ad exchanges. Google’s conduct has also limited competition and caused for advertisers to be charged higher fees.

Who are the Proposed Class

The proposed class consists of all UK-domiciled advertisers who, during the relevant period, paid for display advertising services provided by Google (whether they purchased directly or through a media agency) for the open web.

The claim period is ongoing since 1 October 2015.